As Global Creative Director at Tommy Hilfiger, I led the brand's Spring 2021 campaign, bringing together a diverse group of activists, creators, and cultural voices to explore themes of inclusion, progress, and collective action.

The campaign marked a significant shift for the brand, becoming Tommy Hilfiger's first fully integrated, digital-first global marketing campaign. Rather than adapting a single creative idea across channels, we developed platform-specific content designed around how consumers actually engage with media, creating a more connected and relevant brand experience across the customer journey.

In partnership with FutureLearn, each participant also created educational content that extended the campaign beyond traditional marketing, giving audiences meaningful opportunities to engage with the ideas and stories behind the work.

Results

• 95% positive net sentiment

• 378% increase in earned media

• $27M in media coverage

• Voted #1 Most Beautiful Fashion Campaign (SP/SU 2021) by Vogue NL

• Editorial coverage in V Magazine, ELLE, Rollacoaster, L'Officiel, and Numéro