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Holition's digital prowess and Tommy Hilfiger's iconic style merged for Tommy Factory FA22, creating an unprecedented blend of physical and digital in a groundbreaking fashion showcase.
As the lights dimmed and the buzz of anticipation filled the air, New York Fashion Week once again proved its unparalleled magnitude in the world of fashion. A platform where creativity meets innovation, every brand vies for attention and to etch an indelible mark on the hearts and minds of the fashion-forward audience. Amidst this fiercely competitive tableau, Tommy Hilfiger re-entered the fray with an audacious flourish. Not content with merely showcasing a collection, the fashion brand orchestrated an experiential runway event that promised to transcend the conventional.
To infuse the Tommy Factory FA22 with a dynamic and visionary narrative, Tommy Hilfiger turned to the London-based creative powerhouse, Holition, to spearhead the digital creativity of the event. Inspired by the vibrant energy of New York City—the brand's cradle—and the legendary flair of Andy Warhol, the fashion showcase transcended traditional boundaries. It offered an immersive journey that spanned the streets of The Big Apple, reached out to global audiences, and extended into the Metaverse, redefining the essence of the runway in the digital age. Under the innovative guidance of Holition, Tommy Factory FA22 broke new ground by seamlessly merging the realms of physical and virtual fashion. Their strategy aimed at narrating Tommy Hilfiger's rich heritage across diverse platforms—integrating the live event at New York Fashion Week with the virtual world of Tommy Play on Roblox.
This collaboration, featuring giants like Roblox, GEEIQ, and Sawhorse Productions, heralded the first-ever physical runway event to be live-streamed directly into the Metaverse! Holition's creative genius was evident in their design direction, the crafting of engaging virtual avatars, and the innovative player experience in Roblox, effectively turning Manhattan into a digital catwalk. This visionary approach highlighted Tommy Hilfiger's brand in an unprecedented way and reimagined the future of fashion engagement and presentation on a global scale.
Holition introduced the Tommy Cloud Factory Augmented Reality (AR) art experience as an innovative digital feature of the event, integrating NFTs and POAPs (Proof of Attendance Protocols) in collaboration with attendees and VIP guests. Participants could create virtual balloons that appeared both at the live event and within the Tommy Play Roblox world. To celebrate their participation, attendees were gifted POAPs, serving as a keepsake of their creative contribution to the Tommy Cloud Factory AR experience, combining digital artistry with personal engagement in a memorable way.
The collaboration between these two creative powerhouses culminated in a project that truly showcased the pinnacle of their innovation and artistic prowess. By marrying cutting-edge technology with immersive storytelling, they delivered an exceptional project that stood out on the global stage. Their efforts were recognized with the prestigious distinction of being a platinum winner at the 2023 MUSE Creative Awards, specifically in the category of Strategic Program - Interactive Brand Experience. This accolade underscores the project's excellence in engaging audiences through a dynamic and interactive brand journey, setting a new benchmark for creativity and strategic execution in the industry.
Credits
Entry Title: Tommy Factory FA22
Entrant Company: Holition
Client: Tommy Hilfiger
Winning Category: Strategic Program - Interactive Brand Experience
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