H&M Campaign: #HMoschino

H&M x Moschino campaign,. Young woman with braided hair standing in front of a colorful gaming background with cartoon unicorns, clouds, and mountains, wearing a black jacket with red accents and red thigh-high boots.

In 2018 I led the social media strategy, creative development and full campaign rollout for the Moschino [TV] x H&M collaboration, one of H&M's most ambitious designer partnerships. I was responsible for everything from strategic concept to execution, working closely with the marketing and PR teams throughout.

The campaign centred on a TV-inspired creative concept that turned Instagram into a social channel-surfing experience. Each of the 31 talents involved would post content and link to the next, creating a choose-your-own-adventure style journey across accounts that brought the TV zapping concept to life on social media. I oversaw the rollout across H&M's, Moschino's, Jeremy Scott's and all 31 talents' channels simultaneously, across 72 markets.

Campaign highlights included an Instagram Live announcement at Coachella with Gigi Hadid and Jeremy Scott, the launch of Moschino x H&M Giphy stickers which generated millions of views, a launch event in New York with a live-stream in Times Square and on Instagram, a store event in Milan, and the launch of a Snapchat lens.

H&M x Moschino campaign,. The image is heavily distorted with digital glitches, displaying streaks of colors such as blue, red, pink, brown, and white, making it difficult to identify specific objects or scene details.
H&M x Moschino campaign. Female model walking on runway wearing a silver sequined outfit with black knee-high boots and layered gold jewelry.