Tommy Hilfiger

Design and Art Direction for TH s22

DESCRIPTION

Tommy Hilfiger was the original fashion disruptor. But they've been around long enough that Tommy has become a legacy brand. When I joined the team creating strategy for Tommy Hilfiger's Spring 2022 campaign, we were looking for a way reinvent a company that is continually trying to reinvent itself.

CREDITS

ECD: Ben Harms

CD: Andrew Osborn

AD: Andrew Brynjulson

SERVICES

Creative Direction

Art Direction

Design

Toolkit

streetside Billboard on a brick wall with a variety of posters with models posing

To amplify the evocative photography, we began using the logo itself as a prism to subtly distort the layout. The logo created a composition and caused things to blur and shift.

woman with hoop earrings and collared shirt posing in front of a red background

Two ads with models wearing Tommy Hilfiger jean jackets

We supplemented the traditional Tommy typography, Futura, with a new, more expressive typeface, Magalie.

Young woman looking at the camera. Headline says The Time Has Come Again.

A Tommy ad next to a magazine spread with models posing for the camera.

Model under a bridge looking at the camera. Headline says Nothing is Sacred