Ridiculous Possibilities

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.
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 and lookbook. The stills were used by the Ecom team on tkmaxx.com and 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.

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.

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.

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