To honor HUGO’s commitment to music, they teamed up with their new global brand ambassador and singer-songwriter Liam Payne to create an exclusive capsule collection. 

I, together with Annex88, was tasked to create a campaign highlight the collaboration and to create hype around the launch event.

With the help of legendary photographer duo Mert & Marcus we created teaser content from the campaign imagery. 

Following Liam’s journey throughout the HUGO collaboration, we hosted a series of events for Liam and our influencers in Berlin, and used Instagram as an exclusive ‘Shop Now’ experience for 24 hours on July 4th.