MaxxSwap Campaign

Highlight: T.J.Maxx was so pleased with this campaign that they extended its run to three times the original media buy.

I created, wrote, produced and directed this “MaxxSwap” integrated marketing campaign for T.J.Maxx, a dynamic collaboration with Disney’s Freeform network and the hit TV series “Good Trouble.” This ambitious project featured two distinct 60-second commercials and a series of custom social content, showcasing talents Zuri Adele and Emily Arlook, with fashion stylist Lara Farris-Schuffman hosting. Notably, this campaign was styled as what I call a micro-series and drew inspiration from popular reality TV formats, in this case the hit series “What Not to Wear.”

Additionally, the production was no small feat and completed in just one shooting day, producing both commercials and all social content. This approach not only highlighted the fashion-forward branding of T.J.Maxx but also engaged audiences with the familiar, interactive format of makeover reality shows, creating a compelling narrative that seamlessly integrated marketing and entertainment.