Tommy Hilfiger Equestrian
Concept, strategy and art direction of the first Tommy Hilfiger Equestrian Campaign in Spring ‘21.
BriefCreate an inspiring and authentic 360° campaign that launches Tommy Hilfiger Equestrian, establishing the brand as a knowledgable, lifestyle-focused new competitor in the market.
ConceptRiders often talk of the highs and lows of equestrian life. Highs like learning new skills, grooming, winning ribbons and training together, to lows like injuries, falls, veterinary visits and hours spent mucking out stables. Being an equestrian takes complete dedication and perseverance. It is an entire lifestyle, not just a hobby.
In this campaign, we went behind the scenes to show 24 hours of the tough but beautiful reality of equestrian life: from grooming to jumping and everything in between with photographer Kyle Weeks and videographer Dylan Boerstra.
Through an authentic and dynamic portrayal of the equestrian lifestyle, we showed our understanding of the community, their experiences and their needs, whether they’re beginners or professionals.
Stills were presented in a diptych combining active and intimate moments in a split screen. Through emphasizing action and reality, we showcased the unique relationship between the rider and horse, and presented the product in a playful, relatable and authentic way.
Social MediaTo launch the new collection to market, we collaborated with famous equestrian Matt Harnacke (720k IG followers, 384k Youtube subscribers) to make custom branded content following the 24hour concept. We capitalised on his large, highly engaged and loyal audience, turning his community into our fans, and using his social media channels to drive to our dot com.
An organic seeding approach saw us share the new collection products with friends of the brand: Bella Hadid (Supermodel and Equestrian), Emily King (British Event Rider), Adrienne Juliger (German Model and Equestrian), Jesse Drent (Dutch Rider and Trick Trainer) and Iman Perez (French Model and Equestrian), who all posted online wearing the collection in action.
Website and EcomThe standalone equestrian website was built to resemble all design elements on Tommy.com, ensuring the website was a high quality and trusted touchpoint for consumers.
Famous equestrian Matt Harnacke was used as the menswear model for all ecommerce product photography, further helping to drive traffic to the site.
OutcomeCreate an inspiring and authentic 360° campaign that launches Tommy Hilfiger Equestrian, establishing the brand as a knowledgable, lifestyle-focused new competitor in the market.
My Role︎ Art Direction
︎ Strategy & Concept
︎ Social Media Concept
Production by Monique van Klaren and Baker&Co
Casting by Igor Guinau
Photography Kyle Weeks
Videography Dylan Boerstra