H&M × Santos Bravos

Build cultural relevance across key markets by identifying and partnering with emerging talent early. With Santos Bravos newly formed by HYBE, the opportunity was to get ahead of the curve — creating an authentic connection with Gen Z while strengthening H&M’s relevance across LATAM and beyond.

Build a multi-touchpoint partnership designed to connect with fans in different ways. Across four distinct activations, the concept moved between product, music, and direct fan engagement — creating experiences that each felt unique while building a consistent connection between Santos Bravos, H&M, and their growing Gen Z audience. Among the strongest moments was the Los Angeles livestream, which became one of the partnership’s most successful activations and a standout moment for fan engagement.

• Showroom converted into a full broadcast environment — set, lighting, audio and multi-camera.
• Live performance for an invited audience, streamed globally with fan interaction built into the run of show.
• Post-event content package cut for social across markets.

• Experience and broadcast concept
• Talent and label partnership management
• Creative production leadership
• Cross-functional coordination across markets
• Budget management

The livestream delivered strong viewership and a significant social reaction volume for a single-day production.  The livestream also drove more YouTube subscriber growth in a single day than the channel had generated across the previous five months combined.