TRTL TRAVEL
'UP FOR THE MOMENT' CAMPAIGN 2016
ROLE: Creative Lead
Concept, Creative Direction, On-Set Direction, Webpage Design, Social Media Campaign
THE BRIEF
Trtl Travel aimed to launch a summer campaign to position the Trtl Pillow as an essential travel accessory for professionals who need to arrive refreshed and ready. The goal was to move beyond product features and tell authentic stories that resonated with travellers, showcasing the pillow’s benefits in real-life scenarios.
The campaign needed to capture the essence of Trtl as a brand that supports its users in staying alert and prepared, regardless of where their journeys took them.
CREATIVE DIRECTION
THE RESULT
The campaign was a collaboration with Campfire Agency, and I provided creative direction to ensure that Trtl’s brand identity was woven consistently throughout each story.
The campaign, titled “Up For the Moment,” highlighted Trtl’s unique ability to support travellers in demanding professions through strategic partnerships and authentic storytelling.
Collaborating with Red Bull Cliff Diver and stuntman Andy Jones, jeweller Moira Patience, and fashion designer Rachel McMillan, we followed each professional as they embarked on unique journeys—Andy to the cliff-diving hotspot of Praiano, Italy; Moira to London for a key meeting with a gemstone supplier; and Rachel to Berlin as she explored concept stores for her fashion line. Each story underscored the Trtl Pillow’s ability to provide restful support, positioning it as essential for arriving prepared and ready for the next challenge.
The campaign effectively conveyed the Trtl brand as one that understands the needs of modern travellers, with each story underscoring how the pillow enables users to stay refreshed and “Up For the Moment.” The campaign’s impact extended beyond the summer, resulting in an ongoing collaboration with Andy Jones and solidifying Trtl’s position in the travel and lifestyle space. With high audience engagement, the campaign strengthened Trtl’s reputation as a trusted travel companion, especially for those who value both comfort and purpose in their journeys.
