Ridiculous
Los Angeles

TK Maxx SS19 Seasonal Campaign
Photography by Elisabeth Toll

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Continuing the brand platform for TK Maxx created by Wieden & Kennedy this SS19 Seasonal Campaign captured key fashion, trend led categories for men, womens and kids.

Styling by Rachel Davis. Photography by Elisabeth Toll, shot on location in Los Angeles.

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

Films became shorter and key messaging refined for each ridiculous story. Social first content was needed, so snackable, quick to land ideas were essential to cut through.

Ridiculous concepts were woven into all our ideas for both film and stills. Videography by Tebhen Dean. Editing by Dizzy Zebra.

I concepted and art directed both the stills shoot and film shoot simultaneously, designed assets for OOH, window lightboxes, new store openings, signage packs, and lookbook.

These stills were used by the Ecom team continuing the campaign onto tkmaxx.com and emails.

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.

Urban Graphic

The Party