Ridiculous Possibilities

TK Maxx Brand Launch Campaign
Photography by Jimmy Marble

A new European brand platform for TK Maxx was created by Wieden & Kennedy and launched in 2017.

Aligning with the TV & OOH this SS17 Seasonal Campaign captured key fashion, trend led categories for men, womens and kids.

Ridiculous concepts were woven into all ideas for both film and stills.

Photography by Jimmy Marble, shot on location in Capetown. Styling by Rachel Davis.

Art Direction of stills shoot and design of assets delivering 360 campaign:

OOH, window lightboxes, new store openings, signage packs and lookbook. Stills also captured needs for the Ecom team, featuring on tkmaxx.com and targeted emails.

With a suite of new in-store digital screens rolling out across all European stores, this was the first time we created dedicated film concepts to shoot alongside stills.

RP 6.jpg

RP 5.jpg

RP 8.jpg

Floor to ceiling screens in Vienna and Munich created huge impact and excitment for TK customers.

Portrait films were used in store windows and short edits created for social. Editing by Gramercy Park Studios.

Jimmy posted our unique creative collaboration on his Instagram account, which boosted campaign awareness.

My role involved overseeing other creatives and external agencies to deliver a seamless 360 campaign, that totally alligned, using a seasonal trend led colour palette, graphic language and seasonal logos.

Spring Transitional

Xmas to The Maxx