Introduction campaign for a new fragrance by Hilfiger Denim. Launched in Fall 2010.
This campaign came together in close collaboration between creative team and the band involved in writing the music for the commercial -THE TING TINGS- from the UK. The track also appears on their latest album.
From the beginning the campaign was inspired by music, something that is not strange to the Hilfiger brand. As a creative I was closely involved from start to finish. This included the naming of the product. The packaging design. Which was done by Chad Lavigne and inspired by vinyl records for the main shape and amplifier knobs for the cap. The initial concepting of the LOUD launch campaign where the duct tape was introduced as a means of release and and incentive to be loud. The duct tape thus became the red thread in all communication with a high note in the print ads where it functions as a peel off scent strip and encouraging the viewer to activate the release.
The new fragrance by Hilfiger Denim
Director: Francesco Carrozzini
Photographer: Francesco Carrozzini
Editor: Vincent Velazques
Music: The Ting Tings
Production: Grand Large NYC
Scent strip example
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