Concept • Development • Creative Direction • Production • Execution
Tommy Hilfigerendeavored to transform their Spring 2016 New York Fashion Week experience for both the brand and its audiences through innovation. The solution was “Twitter Halo” a multi-camera device that let models, editors and bloggers capture unique 360 degree videos and share in real-time on Twitter during and after the event.
Videos were posted with #TommySpring16 to the brand’s feed and the creator was mentioned and encouraged to Retweet and share on their social media channels. Guests lined up to have their own “Halo” videos made, including “it girls” Suki and Immy Waterhouse and models Behati Prinsloo, Gigi Hadid, Lizzy Jagger, Irene Kim, Jasmine Tookes, Ai Li and Amber LeBon.Within 48 hours of the show, the “Twitter Halo” videos garnered nearly 3,000 mentions and generated over 100 million Twitter impressions. Total impressions to date have reached over 805 million.