COLLABORATION
Tommy Hilfiger x MF1
INFO
Proudly launched the Tommy X Mercedes-AMG PETRONAS Formula One Team X Clarence Ruth collection, a unique fusion of Tommy Hilfiger’s classic prep style and the cutting-edge power of the Mercedes-AMG F1 Team, spotlighting emerging designer Clarence Ruth.
The collection made its debut at the Barcelona Grand Prix, accompanied by a three-part docuseries featuring Lewis Hamilton, George Russell, and Clarence Ruth.
This series explores the shared commitment to innovation and excellence between Tommy Hilfiger and the Mercedes-AMG F1™ Team, drawing intriguing parallels between the worlds of high fashion and high performance.
Catch all three episodes on TH YouTube channel here
Lewis Hamilton in TH x MF1 x CR
COLLABORATION
TH x We The Best
BOOKING & CONTACT
The kick off of a long term partnership born from an authentic friendship, between Tommy Hilfiger and DJ Khaled and a shared passion for golf.
Fuelled by a shared excitement to create something in the intersection between fashion and golf as well as the need to increase inclusivity around the sport.
Activation involved mainly DJ Khaled/WeTheBest channels and all his ecosystem through a mix of seeding, pr and media partnership.
The collaboration, consisted of 4 polos, went sold out in 2 days. First step of a long journey.
Hero Video
Launch Content
CULTURAL
The Statement
Zalando x HS
Support to create a new fashion discovery platform relevant for the Cultural consumer. Combining commerce and content for a truly inspirational experience, investing in culture and creativity. Customers need help navigating the assortment and
contextualising their culture value. Curation is as important as curation.
Creating experiences together with brands and creators, curating the best products and stories.
COLLABORATION
Zalando
Zalando x The Phluid Project
As starting point of fashion for an inclusive generation, our private labels streetwear brand YOURTURN collaborates with The Phluid Project, a NY based gender-free community to design an exclusive collection to better represent the diversity of our customers and society, challenging stereotypes around body type and gender. The, onsite and off-site, campaign championing member of the community and the free spirit of being whoever you want to be.
COLLAB
diadora lifestyle
diadora x Hasbro
Games are one of the most creative areas of our life, diadora wanted to celebrate the world of games together with Hasbro creating a capsule collection of sneakers, inspired by some of the most famous titles in the world.
Designed together with the Italian master Leo Colacicco, the collection was pop, playful & Colourful.
A 360 worldwide activation, the whole project from the creative direction to the execution and amplification was owned by myself.
The idea around the worldwide launch was to create a digital ecosystem through the main touchpoints, being present where the main target was, like the shoes reveal at Sneakerness in Rotterdam, windows takeovers of the main pinnacle partner stores, media (Hypebeast, Outpump, Sneaker mag) and a physical launch event in Rome.
diadora lifestyle x DOE
From the late 80s to the early 90s the first generation of local Chinese youth who are aware of the aesthetic in street culture was born. diadora was one of the key of this consciousness raising. In those days in Shangai, wearing a pair of white leather diadora with green trim, skinny washed jeans and a hi-waist jacket was the most unique outfit on the street.
This collab led to the reintroduction of one of the classic legacy which diadora brought to China.
BRANDING
diadora
@diadora_lifestyle
After 1 year of inactivity the IG channel focus on the lifestyle category has been reactivated.
My task was to create a clear vision for the channel and imprint a creative direction.
Diadora is a brand rooted in the '80s. During those years, the brand reached the peak.
Starting from the fact, the vision was to reinforce the past to look towards the future. Every silhouette created has a story, thus not anymore an online catalogue (simply products show-off), but a 360 approach: Product, Story & Culture.
DIGITAL PROJECTS
nss factory
THE REFRESH SESSIONS by Tommy Hilfiger
nss factory, to elevate the launch of the first 100% recycled collection of Tommy Hilfiger, created a full digital experience in partnership with 4 italian universities of design to celebrate the sustainable fashion and the next gen of creatives.
Students from all over Italy had the opportunity to explore the world of denim beyond the normal borders thanks to 4 digital masterclasses held by 4 italian creatives and a digital hub fully dedicated to the young gen.
The project generated more than 1MLN engagement on social in 3 weeeks.
Recap of the TH project
THE GUCCI SNEAKER GARAGE
Gucci sneaker garage is a creative platform that gives you the chance to create your own pair of Gucci sneakers, unveils the first virtual sneaker designed by alessandro michele.
This special section of the Gucci App gives to users the opportunity to experiment with their creativity and create their own model by combining the
elements of the Gucci sneakers through the Gucci Sneaker Garage.
Supported Gucci in development of several phases of the project and acting as a curatorship partner to find the right creative people to amplify the initiative.
First Gucci virtual sneaker by Alessandro Michele
Sneaker Garage Layout
Ghica Popa, artist, own design
Michael Cutini, sneaker maker
OMNICHANNEL
Converse
COMMERCIAL
We provided a seamless customer experience across all channels. These included both online marketing (social media ads, display ads, mobile and video implementation) and offline channels (billboards).
We created a digital interactions following a defined and agreed strategic direction.
In this way, we had a consistent journey for the customer across the full funnel from generation of the leads to the conversion.
Using the data we gathered from the paid media, we managed to optimise the campaign having a higher ROI.
Ex. The last season SU20 considering paid media we had a conversion rate of 0,7% and 20k $ of direct revenue in only 3 weeks. Considering an attribution window for purchase data we had a ROI 18,28$.
The display ads (considering we had only 2 display ads) generated an engagements of 409.023, this number represents an ER of 39,94% with a CTR of 13%.
MEDIA PARTNERSHIP
Converse
NAYVA x CONVERSE
Converse wanted to win back with the London female through chuck, giving them a reason to choose the Chuck Taylor again. To inspire and enable the voice of teen females in London. We produced a multi faceted series partnership with NAYVA.
Using the Chuck Taylor as a vehicle to champion and celebrate London’s emerging creative female talent. Below what went down…
You can find all the episodes on YouTube/Nayva
REFINERY29 x CONVERSE
This partnership was created to progress the story of converse for GEN Z.
We armed 12 exciting young creatives with a small budget, a pair of fresh Converse and access to R29 studio to bring a project to life.
Shout Out is a year long initiative that create an online space for the next gen.
We have created a specific R29 hub on site that will house S/O content and related features expressing a Gen Z POV on the world.
Below the S/O hub
Here the interactive HUB with all the stories.
COMMUNITY BUILDING
@Converse_London
CONVERSE_LONDON
Converse_London born with the aim of giving a canvas for progress makers. On this canvas the young londoners can express themselves and taking inspiration.
All the content is created by the community and for the community.
What sets top brands apart? It’s less about marketing the product, and more about enabling: getting people to feel and do. The converse_london handle is an enabler for the London creative community.
Do you want to see more? Click here to be inspired!
TAKEOVER SERIES
The Takeover series born to reinforce our connection with the local community. The COVID-19 brought uncertainty and diminishing work for the creatively self-employed. We have taken a step back to look how @converse_london could help the community and #createathome, showing the world that creativity can't be quarantine.
We have asked some of our Sparks to takeover the channel. In this way we can help our talent financially (with the fee we give them) and on the other hand they can continue to be creative, creatingc ontent (from home) that inspires/teaches our community to #createathome during these tough times.
OOH
High impact strategy
TWISTED CLASSIC LAUNCH
We delivered the most impactful product superiority campaign ever, taking to the streets of London & beyond.
10x buses carrying more than 300k people and seen by a further 9M.
The mural has been created by a member of the Converse_London community, followed by an amplification piece of content.
PHYGITAL ACTIVATION
Converse All Star Series
CASS
To kick off the launch of Pro Leather, we championed All Star Creatives by giving London youth a place where they could come and experience the brand. Over the course of 3 days, we delivered a platform where londoners could come and learn, craft, celebrate and customize.
We activate an online (through 3 main communication phases)and offline communication driving to the space more than 5k visitors.
I was part of the content creation team during the event, capturing the moment making our content and the experience unforgettable.
