RACHEL+URBACH

TOMMY ICONS

TOMMY ICONS

LEWIS HAMILTON | HAILEY BALDWIN | WINNIE HARLOW | MAGGIE JAING

What does it take to be an icon?

A mindset.

#ICONSOFTOMORROW

Lewis hamilton | Go hard for it
WINNIe harlow | You have to own it
hailey baldwin | write your own story
Maggie jaing | Be Your True Self
Two Tommy Icons stills: Lewis Hamilton in a flag hoodie and plaid jacket, and a close-up of a red H varsity sweater
Tommy Icons campaign still: Hailey Baldwin in a Tommy Icon hoodie and red parka against a red backdrop
Two Tommy Icons stills: Winnie Harlow in aviator sunglasses and a model in a red parka lit in blue smoke
Tommy Icons behind the scenes: Lewis Hamilton in a denim jacket and hoodie at a mixing desk
Tommy Icons campaign still: a man seen from behind in a white Loyalty varsity jacket against a red backdrop
Tommy Icons campaign still: Hailey Baldwin and Winnie Harlow hug in a gold puffer and striped knit

Role Sr. Copy Lead | Scripts, story, social

Agency Laird+Partners

CCO Trey Laird

Creative Director Alejandra Garibay

Project notes: I’ve worked on tommy (and for tommy) for many years. It’s a brand voice & DNA I know well.

Still, the scripts for this particular campaign were a wild ride.
Each icon was due a statement script that was honest to their voice/life/style, while remaining on-brand, on-campaign, each w/ a distinct Tommy twist; and all had to be legitimately inspiring.
As I explored their lives, cultures and stories, the nature of this work became a very personal endeavor.
Anyway, The VO’s came out great - even we did explore 16 million versions. Give or take.

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