Classics Reborn

For Tommy x Shawn Mendes: Classics Reborn, I worked as Creative Director with Team Laird on a global campaign built around one simple idea: you don’t have to throw out a classic to make it new.

The 28-piece collection, co-created by Shawn and Tommy Hilfiger, gave iconic American staples a second life through recycled materials, innovative color processes and a more sustainable point of view. Shot by Cass Bird, the campaign brought together an eclectic cast of friends, family, artists and changemakers — including Maye Musk, Aaliyah Mendes, Jon Vinyl, Mike Sabath and Ahmad Cissé.

The result: heritage with new energy, nostalgia looking forward instead of back, and the familiar coming back just a little cooler. Classics Reborn went global — from London and Milan to Berlin, Mexico City and beyond.

And somewhere between directing Shawn and recording his VO, I ended up singing a 40-second duet of KESI with him. Completely unplanned. Still a career highlight. And yes, he’s as kind as he is ridiculously handsome.

Same classics. New rules.

Campaign Film / :60

Film / Materials Reborn

Yesterday’s textiles, tomorrow’s classics. Waste becomes resource. Familiar becomes new.

Film / Community Reborn

The people around us shape who we become. Choose the ones who move you forward.

Film / Color Reborn

Old fibers. New color. Waste, reimagined in full saturation.

Film / Self Reborn

Same you. New perspective. A reminder that reinvention doesn’t require becoming someone else.