Key Takeaways:
- Away teams up with HBO's "The White Lotus" for a sensory campaign set in Thailand, aligning the brand with the show's mood, feeling, and fan base.
- Directed by FKA twigs and Jordan Hemingway, the short film highlights self-reflection and personal transformation.
- The atmospheric spot trades escapism for inner change, shot on 35mm film to add texture, depth, and a timeless feel.
Where are you really going? It’s the question that turns a vacation into self-transformation.
Travel brand Away goes inward for its latest campaign, ditching idyllic beaches and hotel pool shots in favor of something more personal: the kind of trip that changes you.
In partnership with hit HBO series "The White Lotus," Away launched a new campaign directed by real-life couple Grammy-nominated artist FKA twigs and filmmaker Jordan Hemingway.
View this post on Instagram
Helmed by advertising agency American Haiku, the campaign trades in surface-level escapism for something more sensory and profound.
The film was shot by renowned cinematographer Lukasz Zal in 35mm, while creative studio Object & Animal handled production.
In an exclusive statement to DesignRush, American Haiku Founder and CCO Thom Glover highlighted what makes "Travel Changed Me" so special.
"The goal of the campaign was to elevate Travel beyond the air-brushed Instagram world it currently occupies.
To show the power of grabbing your (Away) suitcase and exposing yourself to new experiences that will change the way you think, forever."
View this post on Instagram
Hemingway and FKA twigs also chimed in, citing the rationale behind their work:
"We wanted to look at things differently. We never remember our most poignant experiences of travel exactly as they were.
They come to us as dreamlike memories, the things that stood out, that made them noteworthy, these are the impressions that stick with us, and become part of who we are."
FKA twigs, known for her boundary-pushing visual style, brings a nuanced perspective to the work.
Her past directorial efforts — often exploring femininity, strength, and vulnerability — feel aligned with the film's quiet exploration of identity through travel.
The spot will run across Away's owned channels, including social media and e-commerce platforms.
On-Screen Grit, Off-Screen Clarity
A 90-second film follows a woman's quiet, rain-soaked journey through Bangkok, capturing how moments of disconnection can lead to unexpected clarity.
Set against the city’s waterways and neon-lit streets, she's drawn into a gritty Thai boxing match that jolts her into the moment.
She’s dragging her Away luggage in one hand and pulled forward by a child in the other.
It's chaotic, emotional, and visually rich — a metaphor for personal transformation.
View this post on Instagram
The short film marks the latest chapter in Away's broader collaboration with "The White Lotus."
Earlier efforts included a co-branded product line and a clever reworking of the show’s iconic title sequence.
While the Away brand has long been known for clean aesthetics and Instagram-ready appeal, this campaign leans more into brand storytelling and emotion.
Aligning with show's mood, feeling, and fan base, Away taps into a shared emotional experience, deepening brand relevance and resonance by expanding cultural relevance.
