Titled Enjoy the Ride, the campaign pairs award-winning actor and longtime brand collaborator Greg Hsu with Peking Opera artist Geng Qiaoyun inspired by tangma, a stylised horse-riding performance rooted in classical Chinese opera.
Director Dorothea Sing Zhang, daughter of Peking Opera Maestro Geng, used tangma as a metaphor for travel in this 35-second spot. Often described as horse-riding pantomime, the technique uses movement and gesture to create the illusion of a rider surging forward. It’s a natural fit for the brand. The rhythm and physicality of tangma speak to speed, endurance and momentum—qualities that sit at the core of Rimowa’s view of travel as both physical experience and state of mind.
The film opens on a traditional opera stage, where Geng performs a tangma sequence as Hsu looks on. The fluid back-and-forth between stage and travel scenes is used to reinforce the idea of travel as an inner journey as much as an outward one.
The film features Rimowa’s latest seasonal pieces, including the Original Twist 21-inch carry-on in Misty Blue, the Never Still large flap backpack and new Essential colourways. Interestingly, the products don't demand attention but appear as quiet companions, intentionally designed to move with the traveller rather than define them.
The collaboration is quite personal for Hsu, who was also born in the Year of the Horse.
The Enjoy the Ride campaign is now live on Rimowa's social channels.
Campaign's Take: Lunar New Year campaigns grounded in tradition and family are familiar territory. Enjoy the Ride stands out for its focus on restraint. With no spoken dialogue, the film relies on a single operatic technique to carry the narrative, and that allows for meaning to build through movement rather than overt messaging. The work is tightly constructed, well-crafted and a visual delight. While timed for the Spring Festival, the idea feels true enough to the brand that it could live comfortably beyond the season.
