The Campaign

Tommy X Gigi - Drive

Gigi and Tommy had already had one of the most successful capsule collaborations in fashion. But next for Tommy was the introduction of Formula One driver Lewis Hamilton and a brand partnership with AMG Patronas Motorsport. The unifying element between these 3 is drive. Drive to win, drive to succeed and drive to create.

For the campaign, the mood of the coffee table book Speed of life came to mind making photographer Mikael Jansson the perfect partner to capture the lifestyle. For video Matt Baron had made his mark capturing dynamic action with a smooth, crisp emotion. We integrated home videos and family photos to expand the narrative around what drives Gigi.

social

Driving Lesson

With a small window where talent overlapped it was time to do something fun. We thought what better way to introduce the two than ask Lewis to give Gigi a lesson on the track and then show her how the pro’s do it.

implimentation

featured globally

From digital to out of home the campaign was rolled out around the world.