Urban Graphic

TK Maxx AW18 Seasonal Campaign
Photography by Elisabeth Toll

Blue Sky Stores .jpg

This AW18 Seasonal European campaign for TK Maxx captured key fashion, trend led categories for men and women. Styling by Rachel Davis.

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, Videography by Etem Ozyay, shot on location in Edinburgh. I art directed the stills and film simultaneously.

Impactful digital screen content was needed for digital screens in all European stores.

The films combined footage and animated stills, and key messaging was refined for each ridiculous story.

I designed assets for OOH, window lightboxes, new store openings, signage packs, and lookbook. The stills were used by our Ecom team on 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.

Portrait films were used in store windows and short edits created for social. Editing & Post by Dizzy Zebra.

Ridiculous Los Angeles