CREATIVE BRIEF

CLIENT
Tommy Hilfiger

OBJECTIVE
Reconnect Tommy Hilfiger with younger consumers through personal style and self-expression.

AUDIENCE
Style-conscious Millennials + Gen Z (18–34)

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

CREATIVE PLATFORM
Define Your Own Classic

THE BIG IDEA

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.

HOMEPAGE TAKEOVER

EDITORIAL STYLE GUIDE

PAID SOCIAL CAROUSEL

INSTAGRAM STORY

BUILT AROUND
A HUMAN INSIGHT
Grounded in the desire for self-expression and authentic personal style.

WHY THIS CAMPAIGN WORKS

01

02

03

04

CONSISTENT ACROSS
EVERY TOUCHPOINT
A unified visual and verbal system that shows up equally across the campaign.

AI-ENABLED, HUMAN-LED
AI enhances discovery and personalization while creativity
stays human.

DESIGNED FOR
BUSINESS IMPACT
Drives relevance, engagement and
long-term brand consideration.