Shanghai Drive
Tommy Hilfiger, 2018
Shanghai Drive with Lewis Hamilton
Collection Launch Experience
Senior Art Director, Miette L. Johnson. Art Director, Basile Theet. Production Designer, Milou Verhoeven. Creative Producer, Mirja Koch. Editor, Fiona Fuchs. Creative Partner, Exposure.
To build heat in anticipation of the launch of the Global Men’s Brand Ambassador inaugural capsule with Tommy Hilfiger, Lewis Hamilton revealed his collection logo at an exclusive experiential event attended by consumers, VIPs and press in Shanghai, putting his own stamp on our iconic flag. The TommyXLewis flag was revealed through installations that shared the inspirations behind the design, including street art influences and his own body art. The crowd enjoyed a unique performance by British singer-songwriter Jessie J, a live drone race between the F1 Champion and Hong Kong film star Shawn Yue, as well as product discovery moments throughout the space. Sharing what drives him, both on and off the track, we created a series of short films to give context to the partnership and launch our ongoing documentary series, What’s Your Drive.
FASHION
Lewis shares his motivation for venturing into the world of fashion— exploring his passion, expression and supporting diversity.
MUSIC
‘Music has the ability to connect people from all different cultures and backgrounds. It’s a celebration of diversity, culture and emotion.’
ART
‘Whether it’s my tattoos, or my collection, designing is a process. You never know where that process is going to take you.’
SPEED
The World Champion rises to the challenge and shares how competitive spirit fuels his drive, both on and off the track.
