Objectives 

In 2024, Tommy Hilfiger was stalling, with declining sales in Europe, and declining relevance among its target audience of young ‘Social Strivers’. Its sponsorship of Mercedes and partnership with Lewis Hamilton as a brand ambassador had given it a foothold in the increasingly culturally prominent world of F1 but, with Hamilton leaving McLaren, the brand wanted to maintain that presence while his future remained uncertain.

Cue the brand’s boldest move yet: trading the pit lane for the big screen as lead sponsor of F1 The Movie; the blockbuster film from Apple Studios and Warner Bros. 

When Tommy approached Sid Lee Sport to create the campaign for the partnership, it had two key marketing objectives: increase consideration amongst Social Strivers, and drive sales of the capsule collection inspired by the movie.

But there was also a strategic and creative challenge: how could we create a moment of fame for Tommy amongst a tidal wave of hype and attention that was coming their way? 

Execution

This wasn’t just another logo moment. It was a cultural takeover that positioned Tommy not just as a brand, but as a main character in the story.

At the centre of it all was Damson Idris. As the breakout star of F1 The Movie and Tommy Hilfiger ambassador we used Damson to blur the line between fiction and reality, launching a multi-layered global campaign that reimagined what fashion sponsorship can look like.

The campaign began with a world-first: a headline-making stunt at the Met Gala. Damson arrived in character, walking the carpet as a racing driver and doing a live pit stop moment in front of the world's media. It was the first-ever collaboration between a fashion brand and a film to activate on the Met Gala red carpet, instantly going viral and sparking global conversation.

Next, we faked race day. We shot a cinematic hero film showing Damson, in character, walking the paddock in head-to-toe Tommy. The film was supported by a striking stills campaign, elevating Damson as both fashion icon and fictional F1 star.

To take the campaign from screens to streets, our global media buy included a show-stopping 3D anamorphic billboard. An APXGP car spins out in dramatic slo-mo before Damson, in Tommy’s hero racing jacket, steps out of the smoke and leans out of the frame; arresting, cinematic, and impossible to ignore.

Across social, we pushed the campaign even further with behind-the-scenes content, slow-motion product shots, and sharp cutdowns built to feed culture-hungry feeds.

Results

This wasn’t just a campaign. It was a blurring of realities, where fashion met film, and sport met storytelling. We didn’t just promote the movie; we embedded the brand inside its universe. By doing so, we elevated Tommy Hilfiger into the global cultural conversation.

From the Met Gala carpet to an F1 racetrack, to a 3D billboard in Piccadilly Circus, the campaign proved that when sponsorship meets storytelling, the results can be truly cinematic.