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Ridiculous Possibilities

A new brand platform for TK Maxx initiated by Wieden & Kennedy launched in 2017. Aligning with the TV & OOH this SS17 Seasonal Campaign captured key fashion, trend led categories for men, womens and kids. Styling by Rachel Davis.

Ridiculous concepts were woven into all our ideas for both film and stills. Photography by Jimmy Marble, shot on location in Capetown.

I art directed the stills shoot and designed assets for OOH, window lightboxes, new store openings, signage packs, lookbook, and these were used by the Ecom team on tkmaxx.com and emails.

Impactful digital screen content was needed for all European stores, to land the new campaign and resonate with customers in store.

Gary Martin our Creative Director, art directed the film on set, and I developed the films, and edited with Gramercy Park Studios.

Our films combined footage and animated stills, in a jump cut style, and key messaging was refined for each ridiculous story.

Portrait films were used in-store and short edits created for social.

Jimmy posted our unique creative collaboration on his Instagram account, which gave the campaign alot of attention at time.

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