Creative Brief

CLIENT
Tommy Hilfiger

OBJECTIVE
Reconnect Tommy Hilfiger with younger consumers through personal style

AUDIENCE
Style-conscious Millennials and Gen Z who value individuality over trends

INSIGHT
As trends change faster, people want style that feels truly their own

CREATIVE PLATFORM
Define Your Own Classic

The Big Idea

Define Your Own Classic

Fashion trends come and go, but personal style endures.

This campaign repositions Tommy Hilfiger's most recognizable pieces as a foundation for self-expression. Rather than presenting one prescribed version of classic style, the campaign shows distinct personalities interpreting familiar pieces in their own way.

Across every touchpoint, Tommy remains unmistakably Tommy–while giving each person the freedom to make the classics their own.

The Campaign

HOMEPAGE TAKEOVER

EDITORIAL STYLE GUIDE

PAID SOCIAL CAROUSEL

INSTAGRAM STORY

Why This Campaign Works

BUILT AROUND A HUMAN INSIGHT
Every creative decision was guided by a clear tension: consumers are surrounded by rapidly changing trends but increasingly want style that feels personal and lasting. The campaign answers that tension by positioning Tommy classics as tools for self-expression.

CONSISTENT ACROSS EVERY TOUCHPOINT
A single campaign platform connects the homepage, editorial experience, paid social and Instagram Stories. Each execution uses the same cast, styling logic and visual system while adapting to the behavior of its channel.

AI-ENABLED, HUMAN-LED
AI supported research, visual exploration, image development and iteration throughout the creative process. Strategy, messaging, art direction, design decisions and final execution remained intentionally human-led.

DESIGNED FOR BUSINESS IMPACT
Each execution plays a specific role—from introducing the campaign to providing styling inspiration and ultimately guiding consumers toward product—creating one connected path from brand idea to shopping.