Celebrating the THFLEX Rafael Nadal Edition collection by Tommy Hilfiger Tailored, the creative was shot across four different cities and features inspirational talents from the fields of music, performance art, acting, boat building, styling and cool hunting.
Jamie Bill, Executive Director of Condé Nast Global Development, remarked, “This initiative exemplifies Condé Nast’s co-creation and delivery of compelling content across markets and at scale. It highlights our skills in translating the editorial vision of the Condé Nast media brands, in this case GQ, into successful and engaging partner content for a new generation, as well as for our existing audience, and we are delighted to have collaborated with Tommy Hilfiger, creating video embodying the young professional male at work and play today.”
THFLEX is a suit cut from cotton with a hint of stretch, specifically to fit the “increasingly active, busy lives that gentlemen lead today”. The video puts the suit to the test with a selection of active men from all areas of the world, documenting their sartorial progress on film. From Jose, a fashion stylist in New York, to Samson, a drummer in London, via Christian, a boat builder and skater in Hamburg, these are guys whose lives are all about movement, whether that’s pounding the pavement on their skateboard or running to catch their friends at the coolest new bar in town, says Condé Nast.
Debuting yesterday in five of the seven markets, with China and the USA to follow, the combined audience of the GQ sites in all seven markets totals more than 40 million unique users, say the publishers. In addition, the video will appear on the Tommy Hilfiger site, and across social media related channels.
