CGI is a growing trend in the fashion industry. Whether it is digitally generated models and influencers, or virtual clothes. And last year, Tommy Hilfiger decided to embrace the technology in a campaign for its Fall/Winter 2023 collection.

To highlight the brand’s New York puffer jacket, creative agency IMA-HOME and AR specialist Doddz Studios, launched a digital OOH campaign across three major cities: New York, London, and Berlin.

The jacket, a contemporary perspective on puffers from the ‘90s, represents an icon of Classic American Cool.

Leading into the jacket’s style, the brand puffed up recognizable objects and landmarks with CGI, scattering huge puffer jackets across the cities.

Users could access the augmented reality experience via their smartphones. A style scavenger hunt encouraged consumers to find various puffed-up objects across the locations. Objects and places included a phone box in London, the TV tower in Berlin, and a spot in front of the Manhattan Bridge, New York. Players that caught them all were rewarded with prizes.

By making the activation accessible to anyone with a smartphone and living in one of these cities, IMA-HOME and Tommy Hilfiger broadcast the campaign to a broad audience of city livers. The campaign ran throughout October, alongside the CGI takeovers came promotions over social, guerrilla marketing, paid media and geo targeted ads. 

The CGI content received over 80k engagements in 2 weeks. Aiming to create shareable social content, build hype and product anticipation, it succeeded in building a sense of newness and excitement. The work promoted a classic jacket with an innovative and modern activation successfully capturing consumer’s attention in the puffer jacket purchasing season.