Tommy Hilfiger x Normani

Overview

For Tommy Hilfiger and Tommy Jeans’s Tiktok #wildstylechallenge activation they required us to create special packaging for influencer seeding.

35 years in the making…

Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to consumers worldwide under the Tommy Hilfiger and Tommy Jeans brands, with a breadth of collections including Hilfiger Collection, Tommy Hilfiger Tailored, men’s, women’s and kids’ sportswear, denim, accessories, and footwear.

In addition, the brand is licensed for a range of products, including fragrances, eyewear, watches and home furnishings.

Founder Tommy Hilfiger remains the company’s Principal Designer and provides leadership and direction for the design process.

Creating a viral dance movement

The team at Tommy had a dream. The dream consisted of partnering with pop star Normani, and creating a global Tik Tok viral dance sensation based on her single, Wild Style.

To achieve their dream the team required buy-in from Tik Tok’s most influential dancers, and that’s where we came in. The objective was a relatively straightforward one – create some premium gift bags that could be sent to their list of influencers to inform them of the upcoming Tik Tok challenge.

Designing packaging with the wow factor

We designed gift bags, gift boxes, note cards, stickers and tissue paper. Our aim was to create a luxurious feel, whilst being able to stay true to either the Tommy Hilfiger or the Tommy Jeans brands, and ensuring that their #hashtag was visible throughout the packaging.

We were aware that most people may not have heard of Normani, but everyone knows Tommy, so we branded accordingly. We put ourselves in the shoes (no pun intended) of the dancers, and asked ourselves the question: what would make me want to be involved in this?

The answer was simple. Style. Wild Style.

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Some of the many clients I've been fortunate enough to work with during my career so far...

What my clients say.

"An outstanding inventive designer with exceptional creativity, I recruited Geoff to work on some branding for Lawson Leigh Resourcing. His service was prompt, on point and very cost effective.I have since used Geoff to work on other projects and design work within the company and will continue to use his services in the future. He has a diverse design style allowing him to work across a variety of industry sectors. "

Tamsyn Elahi,

Former Marketing Manager, Lawson Leigh Resourcing

"I got an opportunity to work closely with Geoffrey during my stint as the the MD and lead for InsightBee, a startup incubated by Evalueserve. Geoffrey is creative, and came up with some really nice ideas for our marketing campaign. He was able to come up with excellent creatives that helped us stand out in the market. Equally important, he is great to work with - soft spoke, patient to hear ideas with an ability to convey his thoughts effectively."

Manoj Madhusudanan

SVP and International Growth Markets Leader, EXL

"Geoffrey and I worked together for almost 6 years, during which I had the opportunity to see him grow into a design guru! He joined the team as a consultant, but very soon came on board full time and helped Evalueserve with its biggest rebranding exercise. With global offices, several business units, and countless content assets, this was a mammoth task, but Geoffrey led it from the front. I have always admired Geoffrey’s tenacity and his disciplined approach to work. He is extremely talented and I look forward to working with him again."

Radhika Mathur

Head - Research & Insights, Tech Mahindra

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