In Summer 2025, Tommy Hilfiger didn’t just sponsor a movie, it blurred the lines between the fictional world and reality. Partnering with F1: The Movie, the brand reimagined sponsorship, turning the global spotlight of Formula 1’s new Hollywood era into a cultural stage.
At the heart of the campaign was Tommy ambassador and breakout film star Damson Idris, who lived his on-screen persona beyond the film. As the fictional driver Joshua Pierce, he blurred fiction and reality; most memorably at the Met Gala, where he arrived in a Tommy-branded F1 car and stepped out mid-pit stop to reveal a sharp tuxedo. One of the year’s most talked-about cultural moments, it was equal parts red-carpet theatre, performance art and brand storytelling.
The campaign extended across mediums and continents: hero content for the capsule collection inspired by the film, 3D anamorphic billboards in the biggest DOOH placements around the world and media takeovers that meant Damson in Tommy Hilfiger was an unmissable spectacle.
The impact was unmistakable: 76% global sell-through, $4.35M in earned media value from 1,300+ placements and a 4-point rise in brand consideration.
By embedding itself in film, fashion and Formula 1, Tommy Hilfiger proved that arts and culture sponsorship can exist in the fast lane of global culture, where creativity, celebrity and sport collide.
