Tommy Hilfiger | TOMMYNOW Behind The Drive
TOMMYNOW is an incubator for innovation where new technology is tested, evolved and integrated into the Tommy Hilfiger business. For Tommy Hilfiger’s Milan Fashion show we created the TOMMYNOW “Behind the Drive” experience. An immersive digital storytelling layer onsite. By scanning QR codes placed across the transformed Milano Congressi, guests were brought into the world of TOMMYNOW.
Exclusive photo and video content included the evolution of the Spring 2018 TommyXGigi collaborative capsule, the inspiration behind the collection, the build up of the racecourse catwalk and the process of developing a Formula One Mercedes-AMG Petronas Motorsport racing car.
In store, we let people discover the stories behind Tommy’s Spring 2018 collection. By using their smartphone to scan QR codes on clothing tags and in-store posters, people could access a site that featured behind-the-scenes content for each look.
In addition to producing the site, we helped shoot and produce all of the content: from catwalk footage and designer interviews to outfit breakdown and moodboards. Through the outfit breakdowns, people could even select and purchase specific items directly through the site.
Client: Tommy Hilfiger
Role: Creative Direction / Ideation
Media & Skills: Content / Storytelling / User Experience