TOMMY HILFIGER x MERCEDES-AMG PETRONAS F1 TEAM (2023)

Tommy Hilfiger partnered with Mercedes-AMG Petronas F1 and Awake NY, launching a street-wear-meets-heritage collection ahead of the Miami Grand Prix, blending prep aesthetic with race culture and spotlighting inclusivity and creator communities.

THE BRIEF:

Develop creative concepting for Tommy Hilfiger’s flagship Formula One activation: a collaborative collection with Mercedes-AMG Petronas F1 and Awake NY, set to launch ahead of the Miami Grand Prix, combining streetwear energy, heritage prep design and inclusive creative representation via the People’s Place initiative.

THE WORK:

RESULT:

The campaign positioned Tommy Hilfiger at the intersection of global motorsport culture, youth streetwear influence and inclusive creative storytelling; the collection delivered multiple gender-inclusive capsule styles and centralised TH within the race-style lifestyle market ahead of the Miami Grand Prix.

TOMMY HILFIGER x SHAWN MENDES (2022)

Tommy Hilfiger, an iconic prep brand, aims to be recognized for its sustainability practices.

THE BRIEF:

Bring awareness to Tommy’s Classics Reborn initiative, a sustainable retro line featuring climate-focused messaging and a partnership with Shawn Mendes, and create big-idea concepts that highlight eco-conscious design in a youth-driven way.

THE WORK

RESULT:

Awareness doubled in two quarters; high-engagement creative concepts adopted for global rollout.