Tommy Hilfiger
Crafting branded narratives for the purveyor of classic American cool — a trusted voice behind the scenes of a global brand’s European marketing operations
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Product storytelling
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Editorial messaging
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End-to-end copywriting
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Brand voice guardian
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Creative concepting
| Product storytelling | Editorial messaging | End-to-end copywriting | Brand voice guardian | Creative concepting
I’ve been collaborating with the in-house creative studio at the Amsterdam headquarters of Tommy Hilfiger since 2016, where I’m responsible for ensuring a consistent tone of voice that upholds the positioning of the brand as the pioneer of classic, American cool. In addition to concepting projects, I largely work to distill seasonal campaign messaging into consumer-facing copy across all main channels, from digital and CRM to social and retail. Some of my projects? Monthly digital refreshes, newsletter copy, a refreshed CRM loyalty program and most recently, editorial-style booklets of limited-edition capsule collections.
| Project | Hilfiger Sailing Collection Spring 2025 market sell-in booklet | My role | End-to-end copywriting, from concept to final delivery
Project | Tommy Jeans x The Electric State market sell-in booklet My role | End-to-end copywriting, from concept to final delivery
| Project | Tommy Jeans x The Electric State market sell-in booklet | My role | End-to-end copywriting, from concept to final delivery
| Project | #TOMMYGARAGE social campaign | My role | Campaign concept, storyboard, talent VO and copy for activation rollout for Shanghai event to announce Lewis Hamilton as the offical TH menswear ambassador
| Project | October 2024 newsletters | My role | Writing English master copy and briefing agency for EU-wide translations