To celebrate the launch of the new Tommy Hilfiger eyewear collection, Urban.:FX designed a national tour centered around a joyful and unconventional theme: The Rock ‘n’ Roll Wedding.
We orchestrated a multi-tiered launch campaign for Tommy Hilfiger Eyewear, designed to maximize brand visibility across Italy. By combining high-impact flagship events with a widespread retail roadshow, we executed a “Drive-to-Store” strategy that leveraged digital incentives to generate instore traffic. We managed the entire ecosystem of the tour, from coordinated set design to integrated communication.
