TUMI Esports was developed around creating a bold visual world that brought the energy of competitive gaming into the TUMI brand. I began by sketching and developing a commercial storyboard for presentation to the creative director, with the concept ultimately selected for production. I was then asked to join the production on set to help ensure the final execution remained aligned with the original creative direction. Working collaboratively with another designer, I helped establish a comprehensive style guide that defined the visual language surrounding the Esports collection. The system was designed to complement the bags while creating consistency across social content, video, and other digital applications, giving the campaign a cohesive and recognizable identity across every touchpoint.