Puffer season

ECD

We reimagined puffer season with a socially-led activation that fused digital service and street culture. AR scavenger hunts across London, Berlin, and New York turned landmarks into virtual puffer jackets—guiding fans from TikTok to try-on, Insta to in-store.

Interactive stories, shoppable content, guerrilla drops, and a live campaign hub drove discovery across Tommy’s owned channels. Earned media from influencers, fans, and fashion press extended the reach past 2 million, cementing Tommy’s place at the heart of digital fashion culture.