Rimowa "The Act of Listening" Ad Campaign

Review of Rimowa “The Act of Listening” Ad Campaign by Director and Photographer Jeano Edwards

Rimowa journeys through the power of sound with “The Act of Listening,” a new three-part campaign film by director Jeano Edwards.

Edwards draws on the presence of sound and the experience of travel to weave together the stories of three New Yorkers, each of whom has a creative relationship with the act of listening. Seen through an analog perspective, in each brief narrative the characters are swathed in an emotional soundscape and accompanied and supported by their Rimowa bags and luggage.

The first film follows an acoustic researcher, who uses her microphone and recording equipment to capture the often heard, but rarely listened-to sounds of the urban environment. With excellent sound design that creates a tactile and intimate, ASMR-like atmosphere, this narrative leads us to hear a new perspective on what we think we know.

With a smoky, intimate jazz soundtrack, the second film follows a saxophonist as he makes a nostalgic return to his home in Harlem. While we don’t see the friends and family waiting for him on the other side of the door, we hear them as he approaches, and can sense the feeling of warmth and community.

The final film in the trilogy centers around a music producer. Dedicated to his craft, he pops out his sampler for a quick jam session, briefly breaking the silence with joyful beats before heading back on the road.

While sound is an important element in any fashion film, we rarely see it receive the same attention and creative care as visuals. Here, Rimowa makes an excellent example of the way sound design can play a one-of-a-kind role in driving emotional engagement and telling unique stories. Collaborating with Edwards was a brilliant choice. That sonic perspective might feel unexpected for a brand focused on luxury luggage, but the director seamlessly weaves together the aspects of exploration in sound and in physical environment, and together with Rimowa gives us one of the most uniquely thoughtful campaigns we’ve seen in a while.