Serving as Art Director, Producer and Director I created three different concepts with the Icelandic Film Commission for a “teaser” advertising campaign to attract Tommy Hilfiger to shoot their next campaign in Iceland. In addition to producing and directly one :60 video spot (now lost) I created a concept which was easily scalable to other countries that had flags with the brand’s colours (red, white, and blue) which would enable the brand to extend their global reach.

1. PROJECT: TOMMY HILFIGER - ICELANDIC CAMPAIGNS
ADVERTISING & ART DIRECTION DEENA DeNARO DESIGN

2. PROJECT: TOMMY HILFIGER - ICELANDIC CAMPAIGNS
ADVERTISING & ART DIRECTION DEENA DeNARO DESIGN
WORKING WITH THE ICELANDIC FILM COMMISSION,
THE GOAL WAS TO CREATE A “TEASER” ADVERTISING
CAMPAIGN THAT WOULD ENTICE TOMMY HILFIGER TO
COME AND SHOOT THEIR NEXT CAMPAIGN IN ICELAND.
AS PRODUCER AND ART DIRECTOR, I CREATED 3
DIFFERENT CAMPAIGNS FOR ICELAND, BUT ALSO A
CONCEPT WHICH EXTENDED TO OTHER COUNTRIES THAT
HAD THE COLOURS RED WHITE AND BLUE IN THEIR FLAGS.
THIS WOULD ENABLE THE BRAND TO EXTEND THEIR
GLOBAL REACH.
IN ADDITION TO PRODUCING AND DIRECTING ONE :60
VIDEO SPOT (NOW LOST), I ALSO DIRECTED SEVERAL PHOTO
SHOOTS (THE BEST OF WHICH ARE SEEN HERE) OVER THE
COURSE OF 4 DAYS IN THE SNAEFELLES PENINSULA IN
WESTERN ICELAND DURING THE SUMMER OF 1997.

3. PROJECT: TOMMY HILFIGER - ICELANDIC CAMPAIGNS
ADVERTISING & ART DIRECTION DEENA DeNARO DESIGN
CAPITALIZING ON MY UNIQUE VANTAGE
POINT AS AN HABITUAL EXPATRIATE TO
OBSERVE THE QUIRKS AND CUSTOMS OF
FOREIGN CULTURES, I APPLIED MY ABILITY
TO DISTILL THEM INTO UNIVERSALLY
FAMILIAR EXPERIENCES.
COMBINING THIS SKILL WITH A KEEN
INTEREST IN VARIOUS POPULAR
SUBCULTURES, LIKE HIP HOP, BASKETBALL
AND ELECTRONIC MUSIC, I DEVELOPED
SOME CULTURE-JAMMING CONCEPTS
WHICH POKED FUN AT BOTH ICELANDIC
AND AMERICAN CULTURE, AS WELL AS
THE HILFIGER BRAND.

4. PROJECT: TOMMY HILFIGER - ICELANDIC CAMPAIGNS
ADVERTISING & ART DIRECTION DEENA DeNARO DESIGN
THE 3 SCENARIOS I DEVELOPED WERE “SEAFARERS’ CAN JUMP” FROM WATCHING TEENAGERS PLAY BASKETBALL IN A
GRAFFITI-COVERED SHIP YARD , “ALL WEATHER DJ’S” BASED ON THE ICELANDIC SUMMER BANK HOLIDAY WHERE THE
TRADITION IS FOR EVERYONE TO GO OUT TO THE COUNTRY AND PARTY (WHEN THE RAIN STARTED, THE DJ’S MOVED
THEIR SET-UP INTO A HORSE TRAILER ALMOST WITHOUT MISSING A BEAT), AND “ICELANDIC WEDDING”- WHILE MY
ASSISTANT WAS OFF SHOOTING THE “BRIDE” EGREGIOUSLY FLIRTING WITH A HIGHWAY PATROLMAN, I HAD
COINCIDENTALLY SHOT THE TWO YOUNGEST “BRIDES MAID’S” CAVORTING IN SOME HOT SPRINGS WITH THE “GROOM”.

5. PROJECT: TOMMY HILFIGER - ICELANDIC CAMPAIGNS
ADVERTISING & ART DIRECTION DEENA DeNARO DESIGN

6. PROJECT: TOMMY HILFIGER - ICELANDIC CAMPAIGNS
ADVERTISING & ART DIRECTION DEENA DeNARO DESIGN

7. PROJECT: TOMMY HILFIGER - ICELANDIC CAMPAIGNS
ADVERTISING & ART DIRECTION DEENA DeNARO DESIGN

8. PROJECT: TOMMY HILFIGER - ICELANDIC CAMPAIGNS
ADVERTISING & ART DIRECTION DEENA DeNARO DESIGN

9. PROJECT: TOMMY HILFIGER - ICELANDIC CAMPAIGNS
ADVERTISING & ART DIRECTION DEENA DeNARO DESIGN

10. PROJECT: TOMMY HILFIGER - ICELANDIC CAMPAIGNS
ADVERTISING & ART DIRECTION DEENA DeNARO DESIGN