Tommy takes the field with Laird+Partners to mark his 30th anniversary
By Kenneth Richard | The Impressionist
Ever the All-American, Tommy Hilfiger followed up his Super Bowl of fall runway shows with a campaign by Trey Laird of Laird+Partners that pays tribute to the sport of fall, football.
For the latest campaign dubbed ‘Team Hilfiger,’ the duo selected none other than fashion great Craig McDean to lens the campaign, featuring that iconic and quirky family, “The Hilfigers.” This season the family takes the field for a little friendly scrimmage with the local team, including power field goals, general horsing around, cheerleading pyramids and, of course, team photos. All styled by long time collaborator Karl Templer.
The campaign was shot in Monterey Park, Calif., and features the traditional first string of Behati Prinsloo, Julia Hafstrom, RJ King and Miles McMillan, along with some rookies, including Bruno Fabre, Nate Gill and Simon Nessman.
For the past several seasons Tommy Hilfiger’s videos have reflected some of the crispest editing and tempos of any fashion films, providing just the right balance of imagery, merchandise, and entertainment. This season Team Laird has once again scored. And the scoring itself, with drumline flare and marching band whistles, was spot on for the spot. It isn’t easy from an art direction point of view to use an empty stadium as a backdrop yet draw the eye to the action down field, yet that is exactly what creative director Trey Laird has done and all with the excitement of a quarterback sneak.
Team Hilfiger kicks off worldwide on Aug. 3, with play action cover gatefolds and double pages in September issues of Vogue, Vanity Fair, Elle, Harper’s Bazaar, InStyle, Marie Claire, Glamour and more.
As for The Impression, we hope Team Hilfiger produces a ‘Tommy’s Guide to Tailgating’ as we look forward to cheering on this campaign, home or away, through to the Super Bowl.
Agency | Laird+Partners
Creative Director | Trey Laird
Photographer | Craig McDean
Models |Behati Prinsloo, Julia Hafstrom, RJ King and Miles McMillan, Bruno Fabre, Nate Gill & Simon Nessman
Stylist | Karl Templer
Hair | Malcolm Edwards
Makeup | Mark Carasquillo
Location | Monterey Park, California