Tumi wants to expand its travel-lifestyle reach.

Its newest spot, running on social media, focuses on tech utility and design. The setting is an abstract space and movements are choreographed to techno-sounds. There are no words, only images. The tagline reads: "Designed to Evolve."

Grey handled creative for the Essentially Beautiful campaign. The ad highlights Tumi's newest product, the 19 Degree aluminum backpack, part of the overall 19 Degree collection.

The work stars pro-soccer player Son Heung-min, who captains both the U.K.'s Premier League club Tottenham Hotspur and the South Korea national team.

"Tumi is thrilled to unveil another disruptive 19 degree campaign starring Son Heung-Min, one of our TUMI global ambassadors," Jill Krizelman, Tumi's senior vice president of marketing and ecommerce, told Agency Daily. "With this campaign, we wanted to communicate the next evolution in backpacks featuring our latest expression of 19 Degree Aluminum, showcasing its cutting-edge design, innovative style and our commitment to technical innovation."

Grey is part of AKQA, which is backed by WPP.