Tommy Hilfiger and CONTEN.T unveil AI-powered manga experience across Asia

Fashion brand Tommy Hilfiger has partnered with CONTEN.T, an agency that specialises in digital experience, gamifications and web3, to launch an AI-powered avatar generator which is inspired by the popular Japanese comic style manga, as a fashion tribute to Disney’s 100th-year anniversary.

This comes as Tommy Hilfiger collaborated with Disney to launch a collection worldwide on 1 June. Familiar Disney characters such as Mickey Mouse, Minnie Mouse, Pluto, Goofy and Donald Duck were reimagined through the lens of Japanese manga, infusing a delightful fusion of American prep heritage and Japanese pop culture.

Exclusively rolled out across Asia including Hong Kong, the AI-powered avatar generator is inspired by the popular Japanese comic style manga, aiming to reimagine classic prep styles with an innovative twist, and bring Disney’s iconic characters into the fashionable world of college prep. This digital experience utilises AI facial recognition technology, captivating fans of both Disney and Tommy Hilfiger in Asia to check all the boxes for Disney and Tommy’s push for creative storytelling.

The Disney x Tommy Hilfiger AI manga experience demonstrates the power of combining innovative technology with beloved brands to create a highly engaging campaign. This achievement sets a new standard for digital experiences in the region and positions CONTEN.T as a pioneer in pushing the boundaries of creativity and brand engagement. 

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Adding to the digital activation, the experience has taken advantage of AI to include some features on inclusivity of gender and skin tones for all, speaking about meticulous planning at a global scale. Participants may share their creation on social media using the hashtag #DisneyXTommy and view other participants’ virtual look. 

“We’re overwhelmed by the level of engagement and enthusiasm we witnessed during the first week of the campaign across Asia. It is truly a validation every campaign needs," said Jason Ang, managing director at CONTEN.T.

MARKETING-INTERACTIVE has reached out to Tommy Hilfiger for more information. 

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