• by Fern Siegel , April 17, 2025

Luggage lifestyle brand Away believes travel is transformative.

That’s why its newest campaign, “Travel Changed Me,” by creative agency American Haiku focuses on self-exploration.

Shot in Thailand by cinematographer Lakasz Zal, the 90-second spot is directed by Jordan Hemingway and stars British singer FKA twigs.

The work targets women 25-40.

The campaign runs on Away’s social channels, YouTube and ecommerce outlets.

Thom Glover, CCO at American Haiku, said: “We wanted to go beyond the traditional travel industry narrative. Travel can be a powerful motivator for self-discovery, for uncovering new parts of who you are. Our goal with this campaign was to reignite a spark of wanderlust within Away's audience. We wanted to remind them that exploring the world can unlock inner freedom.”

The destination helps, but Away is focused on how the journey changes people. A woman (twigs) walks through Bangkok taking in the sights and sounds of the exotic city. But it’s watching a Thai boxing match, with famed fighter Thongpoon, that delivers a revelation: She’s been altered by the experience.

The brand has a partnership with HBO Max's “The White Lotus,” also shot in Thailand. The White Lotus x Away limited-edition collection was a collaboration with the network.

Christine Gallagher, vice president, integrated marketing, Away, added: “At Away, we pride ourselves on products that are designed to last trip after trip. We hope this spot empowers people to explore more, see more, and experience more of the world with confidence.”