Anomaly Berlin’s product feature commercial for luggage brand, Rimowa, is a journey into the unexpected. The luggage’s signature aluminium becomes the film’s sets and the film is set to daft Punk’s Around The World.
The campaign, Ingenieurskunst, celebrates the German engineering of the luggage that enables lifelong journeys everywhere. Ingenieurskunst is a word that only exists in German and translates into The Art of Engineering.
The installations pay homage to the craftsmanship of the Classic Cabin suitcase, with its 6000 rivets and 180 sheets of anodised aluminium.
“The true star of this campaign is the engineering of the iconic Classic Cabin. We wanted to subvert this notion that something more product focused has to be technical or cold. This was about putting the functional excellence of Rimowa on the artistic and cultural pedestal it truly deserves,” stated Sebastian Lyman, group creative director at Anomaly Berlin.
“The topic of German engineering might be considered dry or technical,” added Emelie De Vitis, chief marketing officer at Rimowa. “But as our head engineer describes, ‘it is more like a symphony’. We wanted to show that German engineering – which is at the core of who we are – is truly considered art at Rimowa.”
The sets in the film are also being redeployed as art installations during a series of events around the globe – a reflection of Rimowa’s commitment to durability and sustainability. An AR experience will also be incorporated as part of the campaign, inviting audiences to interact with the engineering steps of the Classic Cabin suitcase.
The campaign was directed and photographed by Iconoclast’s, Maik Schuster, of the Berlin director’s collective, I AM HERE. To create the art installations, Anomaly and Schuster collaborated with Acte ™, a cross-disciplinary art and design studio also based in Berlin.
In a nod to Rimowa’s German heritage, Daft Punk’s Around The World is transformed into an orchestral cover by Cologne’s Gürzenich-Orchester for the reveal of The Hochzeit, meaning ‘wedding’ in English – what the engineers call the moment when two Rimowa aluminium shells are joined for the first time.
Credits:
Brand: Rimowa
CEO: Hugues Bonnet-Masimbert
CMO: Emelie De Vitis
Head of Marketing: Tania Delamotte
Global Marketing Coordinator: Balkis Abd Rabbo
Creative & Content Manager: Lorenzo Garizio
Head of Global Communications: Samantha Garrett
Senior Digital & Media Marketing Manager: Kristen Hansen
Digital Marketing & Media Manager: Julia Serafin
Agency: Anomaly
CEO & Partner: Simon Owen
Executive Creative Director: Azsa West
Group Creative Director: Sebastian Lyman
Creative Director: Justin Fly
Senior Art Director: Marc Garreta
Copywriter: Omar Khairy
Creative Director: Lukas Rohde
Head of Production: Michael Macmillan
Senior Producer: Michelle Prinsloo
Producer: Eric Kim
Senior Account Director: Elizabeth Asselin
Senior Account Manager: Sonja Draskovic
Project Director: Stephanie Kolb
Project Manager: Lucy Shaw
Junior Project Manager: Vilma Lingslunde
Group Strategy Director: Anneliese Rapp
Communications Strategy Director: Matt Bunting
BTS Motion Graphic: Niclas Moos
Production Company: Iconoclast
Director & Photographer: I AM HERE / Maik Schuster
Director of Photography: Maximilian Pittner
BTS Photographer & Videographer: Arthur Couvat
Executive Producer: Swantje Rummel
Producer: Beate Ehlert
Producer Stills & BTS: Veronika Fürthauer
Post-Producer: Leonidas Befeldt
Production Coordinator: Paulina Deutmeyer
Installation / Sculptural Conception: ACTE TM @ Sascha Huth, Antonia Herting, Jakob Krause, I AM HERE / Maik Schuster
VFX Supervisor: Jorge Montiel Meurer
Editor: Carlos Font Clos
Service Production Company: Bas Production D.O.O.
Service Producer: Andrej Caruso
Line Producer: Anja Opasic
Post-Production, VFX & Colour: The Mill
Creative Director: Dave Hempstead
Head of Production: Imogen Pai
Senior Producer: Dave Moore
Producer: Sacha Aurik
Shoot Supervisor: Jorge Montiel
2D Lead Artist: Tom Freeman
2D Artist: Lucas Carracedo, Pete Attack, Anthony Jarvis
Finished Artist: Jeanette Eiternes
Colourist: Kristopher Smale
Colour Producer: Nubia Lima
Colour Assist: Rory Leighton, Catilin Donaldson
Editors: Ben Harvie & Dalma Pinter @ UNR
Stills Post Production: One Hundred Berlin
Sound: Kraatz Studio
CEO & Sound Engineer: Stefan Kraatz
Senior Producer: Maurice Kämer
