TOMATO International Fashion Campaigns
Fashion Campaign Series - 2022 / 2025
An anniversary campaign developed to transform TOMATO’s yearly birthday sales event into a larger brand-driven retail moment across digital platforms.
Created around TOMATO’s 2024 birthday season, the campaign focused on combining large-scale promotional communication with a more elevated and recognizable visual presence designed to maximize visibility during one of the brand’s strongest commercial periods.
The campaign was centered around a hero photoshoot featuring mega influencer Mohamed Farag, developed as the primary visual identity of the campaign across social media, digital advertisements, and promotional rollout materials.
Beyond the main campaign visuals, the rollout expanded into additional supporting content, influencer-driven communication, and platform-specific promotional assets designed to maintain campaign momentum across multiple audience touchpoints.
Media90z oversaw the campaign’s overall creative and communication direction, shaping the campaign identity, messaging approach, content structure, rollout planning, publishing execution, media coordination, copywriting, and paid media support throughout the campaign period. Production execution was developed in collaboration with a partnering production agency.
The visual direction aimed to balance celebratory retail energy with a cleaner and more premium presentation style, allowing the campaign to feel commercially impactful while still maintaining TOMATO’s evolving fashion-oriented brand image.
The use of high-recognition talent, large-scale campaign visuals, and influencer-supported content helped position the campaign as a broader seasonal retail event rather than a standard promotional sale announcement.
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South Korea – Summer 2024
A visually dynamic campaign inspired by contemporary Asian fashion culture, urban motion, and digitally native aesthetics.
The direction combined fast-paced composition, highly stylized framing, and modern street-fashion influences to create one of the campaign series’ most visually energetic executions.
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Russia – Winter 2023
A colder and more dramatic winter campaign built around heavier styling, sharper visual contrast, and a more atmospheric cinematic direction.
The content emphasized mood, structure, and seasonal identity while continuing to reinforce TOMATO’s evolving premium visual positioning.
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Russia – Summer 2022
A location-driven summer campaign developed with a stronger focus on environmental composition, relaxed pacing, and fashion-led imagery.
The campaign explored a softer visual rhythm while maintaining a youthful and commercially accessible tone across the content rollout.
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Dubai – Summer 2022
A brighter and more energetic summer campaign developed around modern architecture, open spaces, and fast-paced fashion visuals.
The visual direction focused on movement, color contrast, and a cleaner commercial aesthetic designed to position the collection within a more contemporary and aspirational fashion context.
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Turkey – Winter 2022
A winter-focused fashion campaign built around layered styling, urban textures, and colder seasonal tones, using the visual atmosphere of Istanbul to support a more elevated presentation of TOMATO’s winter collection.
The campaign leaned into cinematic framing and lifestyle-oriented storytelling to create a more internationally styled retail presence.
Across the campaign rollout, the content focused on creating high visibility, stronger audience recall, and a more unified digital presence during the anniversary season through visually consistent communication and platform-native promotional storytelling.
A retail-driven campaign designed to combine large-scale promotional communication with a more recognizable and visually elevated brand presence across digital platforms.