Tommy Hilfiger

Global Campaigns, Fashion Week & Cultural Moments

During my time at Tommy Hilfiger, I led and contributed to a range of global social and content activations across fashion shows, brand partnerships, seasonal campaigns and cultural moments.

My work covered end-to-end social strategy, content production, live event execution, cross-functional coordination and social-first storytelling, always with the goal of creating content that felt culturally relevant, brand-right and performance-driven.

A selection of projects showcasing this work is below.

  • Building platform-native strategies aligned with brand and business objectives

  • Leading social-first shoots, editorial concepts and high-volume production

  • Managing live content capture and real-time storytelling at global scale

  • Translating brand campaigns and collaborations into impactful social moments

  • Coordinating teams across creative, marketing and product to deliver at speed

  • Tommy Hilfiger NYFW SS25

    NYFW SS26 - Orchestrating a Global Content Engine at Fashion Week Scale

    Leading large-scale content production and social execution for NYFW SS26, from pre-show planning to multi-channel delivery and long-tail content strategy.

    Impact
    • 972 assets delivered in under a week across all channels
    • Full ownership of social execution across owned and paid platforms
    • Large-scale production coordinated across multiple departments
    • Strategic content banking to support post-show and collection launch moments
    • Sustained storytelling beyond Fashion Week through planned asset rollout

  • The Hilfiger Resort

    The Hilfiger Resort - Blending Influencer Strategy with Scalable Content Production

    Leveraging an influencer-led destination experience to generate culturally relevant content and amplify earned media across key markets.

    Impact
    • Influencer trip designed to drive both content creation and earned reach
    • Content captured with real creators to ensure authenticity and relatability
    • Market-specific assets developed for key regions and accounts
    • Strong alignment between product focus and seasonal storytelling
    • Scalable content library built for campaign and post-campaign use

  • Kelly Rutherford for Tommy Hilfiger Runway FW25 NYFW

    NYFW FW25 - Cinematic Storytelling Beyond the Runway

    Extending NYFW FW25 into a series of social-first vignettes capturing the spirit of New York.

    Impact
    • 12 cinematic videos produced
    • 3.4M+ views and 190K engagements across platforms
    • Cultural resonance driven by Kelly Rutherford Grand Central moment, tapping into "Gossip Girl" nostalgia

  • Lucien Laviscount for Tommy Hilfiger Summer 2024

    Destination Summer - Turning a Global Influencer Trip into a High-Impact Summer Campaign

    Leading Destination Summer in Mykonos through a social-first strategy, combining influencer storytelling and large-scale content production to amplify a key store opening and capture Euro summer at scale.

    Impact
    • 24M reach, 21M views and 405K engagements
    • End-to-end ownership from concept to execution
    • Global influencer trip driving both content and earned media
    • Agencies and partners led across content production and delivery
    • Market-relevant storytelling aligned with product and seasonal moments