Tommy Hilfiger
“Unlock the Holidays”/ Concept and Design / 2020
🎲 The brief: Concept and design the theme for FY22 holiday and develop a giftset design based on the concept.
The yearly holiday giftset and concept design process always served as a chance for the design team to flex our creativity. How would our simple SUB with four colors add to a 360 holiday campaign? By going digital - that’s how.
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Primary role(s) : Concepting and Support Designer
During our concept phase my team highly recognizable and simple call to action design element. My colleagues looked to me as the youngest member and budding tech nerd to brainstorm how to take our design into the digital space. Immediately, I considered QR codes as they were not only visually interesting - but an easy and direct way to deliver a 2D to 3D experience.
The design featured two QR codes - one was located on the outside and activated a 3D animation when scanned. We collaborated with an AR Design agency, Endless AR, who managed the design and technical side of the experience. Another QR code on the inside of the Tommy Hilfiger, Impact sets led the consumer to exclusive music content from the campaigns talent.
Initial mockups for digital interactive experience concept
// Primary Packaging Designers : Ju Lim and Sharon Lo
// Creative Direction : Michelle Badalich and Klitos Teklos
