May 11, 2026, New York— The travel lifestyle brand Away just launched its Summer 2026 campaign titled “See it Differently.” This campaign is a collaboration with Roman Coppola’s The Directors Bureau and filmmaker Pennacky, known for his unique storytelling. The campaign aims to shift the focus from noisy chatter to a fresh perspective on travel.
Filmed in Tokyo, See It Differently serves as both a brand anthem and a cultural commentary. It challenges the notion that we need more voices, suggesting instead that we require a change in how we perceive our surroundings. With summer travel on the horizon, this campaign encourages us to disengage from our busy lives and reconnect meaningfully with the world. It showcases travelers journeying from the bustling streets of Tokyo to serene countryside, urging viewers to slow down and appreciate the little things.
The campaign will air across Linear TV and streaming platforms like Hulu, Prime Video, and Peacock, featuring behind-the-scenes content as well.
Matthew Wright, Away’s VP of Creative, shares, “The way this campaign is shot feels confident and honest. It doesn’t over-explain or over-edit, allowing viewers to engage with it deeply. Travel isn’t perfect; it’s real. This authenticity adds weight to our message.”
This collaboration marks Pennacky’s debut in a U.S. brand campaign, following his previous work with Uniqlo and Vice Japan. He expressed, “Shooting in Japan was inspiring. We captured intimate moments that highlight travel and human connection. My hope is that this film forges a personal connection between journeys and the essentials we take along.”
Away’s campaign emphasizes thoughtful design and durability, blending cinematic storytelling with product promotion. Throughout the summer, various creative formats will explore travel as a way to reset our perspectives rather than as an escape. In a world saturated with constant updates and distractions, campaigns like this remind us of the power of slowing down and observing our surroundings. According to a recent survey by the U.N. World Tourism Organization, 61% of travelers this year are seeking more immersive experiences, highlighting a shift in priorities toward meaningful travel.
As we dive into this campaign, let’s remember that travel is about exploration and growth. While social media can sometimes distort our perceptions, “See it Differently” encourages us to embrace authenticity in our travels.
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