Tommy Jeans Spring ‘22 Brand Campaign

In a second season with Nigerian singer Tems, the Tommy Jeans Spring ‘22 campaign headed to her home of Lagos to find the roots of her creativity. The campaign dives into alté, the Nigerian creative scene that’s impacting music, art and expression beyond the streets of Lagos, establishing cultural relevance and streetwear cred for the brand. Spearheaded by Tems, the 360 rollout told the stories of a cast of alté musicians, bikers, a skate crew and artists.

As part of the project’s core creative team, I delivered the concept, messaging strategy, story and copy editing.