Tommy Drive

To build heat in anticipation of the launch of the Global Men’s Brand Ambassador inaugural capsule with Tommy Hilfiger, Lewis Hamilton revealed his collection logo at an exclusive experiential event attended by consumers, VIPs and press in Shanghai, putting his own stamp on our iconic flag. The TommyXLewis flag was revealed through installations that shared the inspirations behind the design, including street art influences and his own body art. The crowd enjoyed a unique performance by British singer-songwriter Jessie J, a live drone race between the F1 Champion and Hong Kong film star Shawn Yue, as well as product discovery moments throughout the space. Sharing what drives him, both on and off the track, we created a series of short films to give context to the partnership and launch our ongoing documentary series, What’s Your Drive.

Collection Launch Experience

Senior Art Director, Miette L. Johnson. Art Director, Basile Theet. Production Designer, Milou Verhoeven. Creative Producer, Mirja Koch. Editor, Fiona Fuchs. Creative Partner, Exposure.