In 2021, Tommy Hilfiger was in need of an uplifting brand campaign that would galvanise consumers and create excitement for the brand, in the wake of pandemic disruption. The concept the brand settled on was ‘moving forward together’ – a campaign that would celebrate a series of young creatives and their personal style. But, to bring this to life, Hilfiger’s in-house team recognised that the brand would need to draw on external expertise.

In overseeing the campaign’s art direction, Birch was responsible for sourcing the photography and videography teams, overseeing casting, styling, props, lighting, music, grading and editing of the campaign films and stills. Photographed in the US and rolled out globally, the campaign was an ambitious production, with circa 40 crew on-set, and other team members overcoming travel restrictions by dialling in remotely. Released in Spring 2021, the campaign set a standard for Hilfiger post-pandemic, and introduced a design aesthetic which the brand has continued to evolve.