Agency: Radical Media

My role: Senior Writer

As the lead copywriter in the Design + Digital Group, I helped create the new voice and vision of Tommy Hilfiger. To refresh the playfully iconic fashion brand, we conceived the "American Stories" campaign as a modern, sophisticated take on American culture and style. Each season, a different American city was featured in the campaign (Miami, Los Angeles, Washington, D.C.). Supported with unique content across digital, OOH, retail activations, and curated city guides (mobile app and onsite).

Photographers: Phil Poynter, Ellen Von Unwerth

Directors: The McCoubrey Brothers