PBV Agency
All work

Before PBV

Tommy Hilfiger

Global Campaigns, Fashion Week & Cultural Moments

Four models in the Fall Winter 2024 collection, backstage at Grand Central Terminal

Before PBV, I led global social media at Tommy Hilfiger, for a community of 37 million. Fashion Week, partnerships, seasonal campaigns and the cultural moments in between, planned and produced at a pace where the system matters more than any single post.

It's where I learned how much structure matters. At that scale, a content plan either holds under pressure or it doesn't.

What I did

Social & Content Strategy
Platform-native strategies built around what the brand and the business needed each season.
Content Production & Creative Direction
Social-first shoots, editorial concepts and high-volume production.
Fashion Week & Live Events
Live content and real-time storytelling, at global scale.
Campaigns & Partnerships
Turning brand campaigns and collaborations into moments made for social.
Cross-functional Leadership
Bringing creative, marketing and product teams together, at speed.
Felix and Lee Know with Tommy Hilfiger at the Spring Summer 2025 show

Fashion Week, NYFW SS25

Running a Global Content Engine at Fashion Week Scale

Fashion Week is one week of content that has to last a whole season. Planning started long before the show, continued through live delivery on every channel, and carried on afterwards, with content saved for the collection launch.

Results

  • 972assets delivered in under a week, across all channels
  • Full ownership of social on owned and paid platforms
  • Large-scale production coordinated across departments
  • Content saved for post-show and collection launch moments
  • Storytelling extended beyond Fashion Week with a planned rollout
Irene Kim at The Hilfiger Resort

The Hilfiger Resort

Influencer Strategy Meets Scalable Production

A destination experience built around real creators, planned so that one trip would produce content for several markets and several months.

Results

  • Influencer trip designed for content creation and earned reach
  • Content captured with real creators
  • Assets tailored for key regions and accounts
  • Product focus aligned with the season's story
  • A content library for the campaign and beyond
Kelly Rutherford at Grand Central Terminal

Beyond the Runway, NYFW FW24

Cinematic Storytelling Beyond the Runway

Twelve short films that took the show out into New York, including a Grand Central moment with Kelly Rutherford that played on Gossip Girl nostalgia.

Results

  • 12cinematic videos
  • 3.4M+views across platforms
  • 190Kengagements
Creators on a boat in Mykonos

Destination Summer

A Global Influencer Trip Turned Summer Campaign

A social-first summer in Mykonos, built around a store opening. Influencer storytelling and large-scale production working together to capture a European summer for a global audience.

Results

  • 24Mreach
  • 21Mviews
  • 405Kengagements
  • End-to-end ownership, from concept to execution
  • Global influencer trip driving content and earned media
  • Agencies and partners leading production and delivery
  • Storytelling matched to product and season

If any of this sounds like where you are, I would love to chat.

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