Source: Creativity
Tommy Hilfiger has launched a new campaign for its accessible clothing line, Tommy Adaptive, featuring people with disabilities in a truly positive and inspiring light.
The feel-good vibe of the ad however isn’t the only remarkable thing about it, as it was directed by a legally blind director, Creativity reports, noting that Tommy Hilfiger thus “practices what it preaches”.
The campaign was created by agency Possible and was directed by James Rath, an educator, activist, YouTube star and filmmaker born with Ocular Albinism and Nystagmus, conditions that left him legally blind. His previous work includes a spot for Apple, “How Apple Saved My Life,” which highlights that brand’s accessibility features.
Rath’s new work is the first major campaign for the Tommy Adaptive collection, which Tommy Hilfiger debuted in 2017. It’s designed to help people dealing with mobility issues, missing limbs, and other disabilities that make it difficult for them to dress themselves, with features such as magnetic closures and one handed zippers.
“In our first project together, Humble connected me with a brand that shares my values and let me tell their story in a way that’s authentic to my voice and vision, which was a dream come true and resulted in a really special spot for the Tommy Adaptive line,” said Rath in a statement.
