Problem

Quiet luxury has a chokehold on fashion at the moment, but Tom Ford is anything but quiet, safe, or polite. They’re bold, vibrant, and command attention. As they enter a new creative chapter, they must prove their place in modern culture.

Insight

When the sun goes down, self-expression comes to light. Night creates permission for people to let go of restraints and reveal their unapologetically raw selves.

Solution

Tom Ford owns the night. The brand will insert itself in the after hours culture, when people are their liveliest and most daring.

How It Works

This campaign will build anticipation while being exclusive, bold, and modern. Everything revolves around Tom Ford owning the night. Through OOHs, socials, a new fragrance drop, and highly restricted content, the audience will be constantly craving more. By the end of it, it’ll be undeniable the brand still owns the highest form of seductive elegance, especially after dark.

Moodboard

Executions

Slow Reveal

Throughout nocturnal cities, New York, Las Vegas, and London, Tom Ford will introduce this campaign with a series of light-reactive OOHs. By day, these displays will be restrained, blurry, and vague. By night, they will come alive, flashing vibrant colors and teasing exclusive Tom Ford events coming to each of these three cities. The designs giving away slight clues for what's to come.

Redacted

Fragrance

Tom Ford fragrances summon intimacy and allure, just like the night once the lights go out. We’ll tease, then drop, an unnamed scent of the night. The name will be withheld on the first batch released, with minor hints dropped throughout the campaign via socials and OOHs. Only at the height of the campaign will its name be revealed and included on the remaining limited inventory.

Access Denied

To build anticipation and continue down the path of withholding details, we’ll take over Tom Ford’s site and lock it. We’ll hint at highly exclusive events coming to three major cities. When users attempt to hit tomford.com, they’ll be confronted with a digital bouncer and a countdown. Don’t know the password? Access Denied. We’ll invite them to try again, but no one will ever be granted access.

Sombre Vice

On the day of the event, Tom Ford finally reveals the name of the redacted fragrance. From that moment on, all distributions will bear the true label, Sombre Vice. A name drawn from the dark vices of the night and those that live for it. An invitation for night creatures to indulge in their secret pleasures.

Sombre Vice Rouge

Nothing is more tantalizing than a burlesque show. Tom Ford will host a theatrical, glamorous, and sensual night in New York, Las Vegas, and London. Phones must be checked at the door. Exclusively dressed in Tom Ford, performers will start the show in bulky outfits and move through a slow reveal until they end in intimates. As clothes and accessories are shed to the crowd, few lucky guests will go home with bold souvenirs and all will get a sample size of Sombre Vice as they exit.