Inspired by the credo ‘quirks as perks’, Tommy Denim introduces its first seasonal campaign under the umbrella concept of #MyQuirks. In line with the rebranding proposal, the campaign showcases relatable personalities with slightly awkward looks that depict the brand’s vision of geeky downtown prep. Aiming to encourage the Tommy Girl to express her own quirks and oddities, the goal is to make her feel positive about what makes her stand out.
Next to the print rollout, a branded Snapchat filter was created that allows for the translation of individual features into fun, illustrated characters. Tommy’s Cool Girl can easily upload a selfie, adjust quirky features and download an illustrated and animated geekier version of herself.