Tommy Hilfiger’s F1: The Movie activation was a masterclass in multi‑channel content, engineered to spark conversation and drive cultural relevance. The creative centred on Tommy Hilfiger ambassador, Damson Idris, playing himself as the fictional driver from the movie, Joshua Pierce, in a persona that lived across red carpets, racing paddocks and social feeds.
Hero content included a cinematic hero film and stills of Damson as Joshua Pearce in Tommy Racing gear, an immersive 3D billboard of him stepping out of a smoking race car, and the viral Met Gala stunt – designed for maximum press attention. Every asset was built for remixed formats, ensuring consumption from TikTok to global press.
The capsule collection was worn by influencers and Tommy’s ambassador network – Patrick Schwarzenegger, Becky G, Nader Sisters – creating platform‑native stories rather than static ad translations. Behind‑the‑scenes cuts, talent‑led styling reels and premiere photobooths extended the lifecycle of key moments.
Performance proves the approach’s success: +284K TikTok searches after the Met Gala, 88M video views in the US, EMEA campaigns delivering 1.1B impressions at +28.9% over forecast, and global sell‑through at 76%. The consistency of our hero talent, our wide-ranging influencer network and global media placements ensured inclusivity, engaging audiences from London to LATAM with content tailored to cultural nuance.
This was not product placement – it was storytelling that audiences actively sought out and engaged with, setting a benchmark for how sponsorships can become content ecosystems.
