Tommy Hilfiger x Rafa Nadal
A new underwear campaign starring Rafa Nadal, promoted with store events, interactive pop-ups and window displays.



Brief

How can we translate the FW16 Rafa Nadal underwear campaign into store events, interactive pop-ups and window displays across Europe?

Concept

Inspired by winners’ podium stands and locker rooms, I created a modular podium display that showcased the collection and provided a contrast to the XL campaign imagery. The simple design was highly flexible, and meant we could create a strong and consistent brand expression across all European installations in Amsterdam, Paris, Milan and Madrid. 

For the window takeover at La Rinascente, Milan, the installation covered ten windows, approximately 185m2. Each window was lit with bold neon LEDs in the brand’s red white and blue colour palette. Some featured motorized rotating product whilst others featured XXL video screens featuring the campaign video.




Experience

In selected cities, the window displays were accompanied by an interactive in-store game: the claw machine, which encouraged players use their whole body as the controller, guiding the claw to the prizes. The high level of visitor interaction meant the game created buzz and energy in the pop-up spaces. 


Outcome

Repositioning of mens underwear within sector through launch of largest single campaign (2016) with sports star.

My Role

︎ Graphic design
︎ Window design


In collaboration with Ian Henry Simmonds
Production Vanity MFI and Liganova
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