Original music for the launch of a new backpack collection.
Lifestyle · Product Brand · Campaign Music
American Tourister
Original music for American Tourister’s female backpack campaign: three collections, carried by a single sonic world.
October, 2026
Context
American Tourister launched three women’s backpack collections through a film by Awake to Create, set across one day in Lisbon. Minima, Freshletic and Cabinpop each go along with a different everyday rhythm, from study and training to weekend travel. The sound had to hold all three lives in one city.
Vision
We treated Lisbon as a space to compose. One sonic DNA holds the city’s atmosphere, then bends to each woman’s rhythm: the student’s easy drift, the athlete’s forward pulse, the traveler’s wandering ear. At every crossover the sound hands over, so the listener changes perspective and stays in the same world.
Impact
One sonic world now runs through the hero film and nine short-form videos, so three distinct collections read as three ways of living in the same city. The music shifts how the bags are perceived: from products to companions in a day people recognise as their own.