Project Overview
Tommy Hilfiger’s SS16 campaign required a complete digital rollout across Tommy.com, CRM, social, and e-comm. The challenge was to translate the mens, womens, sportswear and tailored into a cohesive system of assets that carried the seasonal mood consistently across every digital touchpoint.
My Role
Art Direction & Campaign Management: Shaped the campaign’s look and feel from concept development through casting and on-location direction in San Francisco, while also managing post-production and leading the in-house studio team of designers and illustrators to deliver finished creative assets.
Homepage & Landing Page Assets
Art Directed the homepage and landing pages assets for men’s, women’s, tailored, and sportswear collections, maintaining consistency while adapting to individual categories.
Art Direction
On location in San Francisco, directed the SS16 shoot across mens, womens, denim, tailored, sportswear and accessories.
Line: Denim & Sportswear & Accessories.
Photographer: Scott Trindle
Photographer: Scott Trindle
UX & Email Design
Designed wireframes and visual systems for e-commerce and CRM, focusing on hierarchy, typography, and clear category CTAs. Partnered with the in-house studio to art direct the SS16 email rollout, ensuring cohesion across all lines while keeping CTAs prominent within the photography-led design.
Line: Sportswear
Photographer: Scott Trindle
Photographer: Scott Trindle
Line: Sportswear
Photographer: Mounir Raji
Photographer: Mounir Raji
