For Tommy Hilfiger’s 2026 Kids Back to School campaign, I led the art and creative direction of the shoot, working closely with our marketing, licensee and internal partners.

The primary goal was to launch the season by creating a cohesive campaign that could span across customer touch points while capturing the optimism and personality of going back to school. The concept centered around a playful, slightly quirky take on the classic school year, bringing together a diverse cast across ages, backgrounds and personal styles to create a world that felt distinctly Tommy.

Rather than approaching back to school too literally, I leaned into the moments and personalities that make up the experience. Candid groupings, unexpected poses and playful props brought a sense of spontaneity to the imagery, while lockers, school portraits, oversized pencils and yearbook-inspired details helped build out the larger visual world.

The result was a colorful mix of polished campaign imagery and candid, character-driven moments that felt nostalgic yet modern, celebrating individuality, connection and the youthful optimism at the heart of the Tommy Hilfiger brand.