As Senior Creative Director, I pushed us to go into the discourse before we ever touched the brief. What my social analysts and I found confirmed that Gen Z wasn’t waiting for an invitation. They were already talking about community, ambition, and change, loudly, publicly, and on their own terms. That’s when the framing clicked for me: we weren’t giving them the mic. We were passing it. And it needed to feel that way.

Approach: Working closely with Tommy’s in-house team, I shaped the strategy and creative around that idea, putting faces and stories to voices, and building a 360 campaign that let creators be exactly who they were. In partnership with the talent team, we curated 60 micro-influencers, and the campaign generated 10,000 voice recordings from everyday people. It performed nearly four times better than the average influencer campaign at the time.

But the moment that got me? Watching those recordings come in and seeing what “passing the mic” meant to each person. It was exciting to play a part in helping a new generation embrace Tommy Hilfiger and helping the brand show up for a pivotal moment in history.