TJ Maxx was in need of a campaign refresh as the Maxxinista campaign had been running for quite a few years. Photographer, Matthew Brookes, kept things as natural and believable as possible while at the same time capturing the emotion and spirit of each person he photographed. He gets most of his inspiration from everyday life and his interaction with others so he was the perfect fit for our 2013 spring campaign.
Director, Pam Thomas, brought that same spirit and personality to the spring television campaign. It was my hope to give more of a real snap shot of each of our Maxxinista's lives. What was the drive behind her weekly shopping sprees at TJ's?
Director, M Blash, brought his ultra cool filmatic style to the fall campaign.