We expanded our collaboration with Tommy Hilfiger for AW24, leading the creative direction for the global campaigns and overseeing all content creation, including stills and film shot by Alasdair McLellan. For this season, the approach was two-fold, both an homage to the brand’s deep connection to New York City, and their family-level relationship with the band Stray Kids.

Frosty developed and executed the social media storytelling around the global campaigns, with a strategy aimed at growing audience reach and deepening emotional engagement.

As part of our ongoing collaboration with Tommy Hilfiger, Frosty continued to build on the importance of family, re-established with our work on the AW23 campaign. Featuring Kendall Jenner, this season was photographed by Renell Medrano and captures a playful spring afternoon in LA with Kendall and some of her closest friends. Frosty led the campaign’s creative direction and partnered closely with Tommy’s internal teams on its strategic rollout.

For our ongoing collaboration with Tommy Hilfiger, Frosty led the conceptualization and creative direction of video capture for the NYFW show, leveraging key talent in a socially compelling way. We created film vignettes featuring stars such as Kelly Rutherford and Damson Idris in playful “New York Moments”, extending and expanding on the atmosphere of the show.