Tommy Hilfiger Takes Miami F1 with Mercedes

For Formula 1’s Miami Grand Prix, Tommy Hilfiger activated through the entire weekend with a celebration of the brand’s authentic relevance in the world of F1, that furthered the desirability of the Tommy lifestyle.

In partnership with Tommy, MATTE provided their creative direction, production and post production services in the capture of this weekend and creation of photos, videos & tik-tok recaps for Tommy’s VIP Talent.

MATTE also provided creative direction, production and post production services in the capture of Tommy’s S23 Summer Lifestyle campaign featuring the world renowned actors - Madelyn Cline and Mason Gooding.

For 360 coverage, a 360 approach was needed, one that mixes the candid with the composed, to capture the energy of a truly dynamic weekend.

For each shoot, we wanted to mix bright editorial flash with a cinematic/film style, striking a visual balance between studio and Lo-fi aesthetics to capture the breadth of talent present in a way that felt organic to the occasion.

Our mixed media approach produced varied imagery that could live seamlessly on the grids of all Tommy's talent.

From the hotlap to the poolside, the output was a mixture of studio imagery and social first photo and video content, that captured the talent and Tommy’s wardrobe in the heat of the Miami moment.

We collaborated with photographers Kanvas and Jack McKain to create imagery tailored for all socials, with content concepts to drive intrigue and represent Hilfiger’s F1 flair.