Tommy Hilfiger x Aries: Q-Jump

Objective

Tommy Hilfiger launched an exclusive collaboration with Aries, the London-based luxury streetwear brand, targeting their community of fashion-forward enthusiasts. The campaign needed to drive membership acquisition for the Tommy Jeans x Aries collection by replacing the traditional overnight queue experience with an engaging digital alternative that resonated with internet-native streetwear culture.

Solution

An interactive 8-bit retro game titled Q-Jump in which players jump across rooftops and air vents collecting virtual coins, competing to queue-jump for exclusive collection access. The game featured pixelated product renders from the collaboration, a secret level, and a 1990s hip-hop inspired soundtrack. Built as a responsive web application, it was playable across browsers, Android, iOS, macOS, and Windows. Membership sign-ups provided pre-launch access to the Tommy Jeans x Aries collection.

Results

135,000 plays within 2 weeks. 10 million people reached across Europe.