Ridiculous Capetown

Ridiculous Possibilities was the new European brand platform for TK Maxx by Wieden & Kennedy.

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 and shot on location in Capetown.

Photography by Jimmy Marble.
Styling by Rachel Davis.
Production by Alexa Murray.
Creative Direction by Gary Martin.
Editing by Gramercy Park Studios.

Art Direction of the stills shoot and Design of assets for OOH, window lightboxes, new store openings, signage packs and lookbook.

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. My Creative Director Gary Martin championed this, who worked alongside me.

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

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