Blue Sky
Heroes

TK Maxx AW18 Seasonal Campaign
Photography by Elisabeth Toll

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This AW18 seasonal European campaign for TK Maxx captured key fashion, trend led categories for men and women.

Concepts were firmly rooted in our brand platform, Ridiculous Possibilities and woven into film and stills, delivering compelling stories that resonated with a range of specific TK customers.

Photography by Elisabeth Toll.
Styling by Rachel Davis.
Production by Ginny Mettrick & LS
Videography by Etem Ozyay,
Editing & Post by Dizzy Zebra.

Impactful digital screen content was needed for digital screens in all European stores. Floor to ceiling screens in Vienna and Munich created huge impact and excitment for TK customers.

Shot on location in Edinburgh my role was to Art Direction photography and film simultaneously.

The films combined footage and animated stills, and key messaging was refined for each ridiculous story. Portrait films were adapted for in-store windows and short edits created for social.

I designed assets for OOH, window lightboxes, new store openings, signage packs, and lookbook.

Creative Direction of in-house 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.

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