Travel Lifestyle Brand Away Taps The Directors Bureau to 'See it Differently'
Travel lifestyle brand Away, this week unveils its Summer 2026 campaign “See it Differently.” Created in collaboration with Roman Coppola’s The Directors Bureau and Pennacky, a filmmaker renowned for innovative cinematic storytelling that captures the cultural moment, the campaign rejects the noise of constant commentary in favor of something more powerful: perspective.
Filmed in and around Tokyo, See It Differently is positioned as both a brand anthem and a cultural reflection, pushing back on the idea that we need more voices, and instead suggesting that what we truly need is a shift in how we see the world. Timed to the summer travel season, the campaign taps into a growing desire to disconnect from the churn and re-engage with the world in a more intentional, personal way. Through this lens, travel becomes less about escape and more about reframing. The film follows travelers moving from the kinetic energy of Tokyo’s city streets to the quiet solitude of the countryside, inviting viewers to slow down, observe more closely, and ultimately, see differently.
Running on Linear TV and Streaming services (Hulu, Prime Video and Peacock), the campaign will be supported by behind-the-scenes imagery.
Matthew Wright, VP, Creative of Away, said, “There’s a quiet confidence in the way the campaign is shot. It isn’t over-explained, it isn’t overly composed. That’s intentional. The cinematography creates space for the viewer to find their own meaning in it. And it reflects a simple truth about travel. It’s not perfect, it’s real. It’s crowded streets, missed moments, unexpected turns. That honesty is what gives it weight, and what makes the shift in perspective feel true.”
The collaboration with Away marks Pennacky’s first U.S. brand campaign, following work for Uniqlo and Vice Japan. “Working with Away was a truly inspiring experience,” Pennacky said. “Shooting in my home country, exploring the themes of travel and human connection, allowed us to capture a wide range of intimate, fleeting moments. I hope the film helps people feel a more personal connection between their journeys and the travel accessories that make the trip with them.”
Grounded in Away’s commitment to thoughtful design and durability, the campaign balances cinematic storytelling with product elevation, spotlighting the brand’s core collection and newest travel essentials. Additional creative executions will roll out across channels throughout the summer, extending the idea of travel not as escape – but as a powerful way to reset perspective and see the world differently.
CREDITS
AWAY
VP, Integrated Marketing: Christine Gallagher
VP, Creative: Matt Wright
VP, Brand: Quynh Dang
Director, Creative Integration: Brendan Rosell
Executive Creative Producer: Dustin Grant
Senior Manager, Social Media & Branded Content: Cody Kuiper
THE DIRECTORS BUREAU - Production Company
Director: Pennacky
President / Executive Producer: Luke Ricci
Head of Production: Sarah Morrison
Producer: Luke Kancir
Producer: Nick Lok
Cinematographer: Yuki Maxima
Bidding Producer: Jeanette Rulli
Jr. Head of Production: Nico Pousette
Sales Rep: Reprizent
OTHER HALF - Stills Production Company
Photographer: Alvin Kean Wong
President / Executive Producer: Cara Scott
MR. POSITIVE - Service Company
President / Executive Producer: Peter Grasse -
Producer: Karen Egawa
Production Coordinator: Miya Trombell
PAPERCUT - Edit
Editor: Zoey Peck
Assistant Editor: Emily McDevitt
Executive Producer: Brandee Probasco
Senior Producer: Chandler Raub
Associate Producer: Siggy Chojnacki
ETHOS STUDIOS & IMPOSSIBLE OBJECTS - Color & VFX
Colorist: Kaitlyn Battistelli
Color Assist: Greyson Sawyer
Color Producer + Finish Producer: Bugs Russell
Conform Artist: Nick Morgan
HOP: Sasha Pace
EP/MD: Eliana Carrazana: Pitcher
EP/Founder: James Drew
EP/Founder: Jerad Anderson
Executive Producer: Kim A Bifulco
Producer: Dillard Brown
Head of VFX: Morgan McDermott
Sr. VFX Artist: Laychin Lee
BARKING OWL - Sound Design & Mix
Sound Designer & Mixer: Stuart Welch & Mikayla Petersen
Mix Assistant: Henry Gilchrist
Associate Producer: Andrea Bovard
Executive Producer: Ashley Benton
Head of Production: KC Dosset
Managing Director: Carol Dunn
VO Talent: Rudy Schultz
VO Casting: Matthew Messinger
