THE RUNWAY @ MAXX
T.J. Maxx's high-end luxury designer assortment at an amazing value.
Over the years, Runway has struggled to find an identity. Under my leadership, we rebranded it in 2018 and sales have increased by 37% in stores and 25% online. Our approach was simple. Show how you can add a little bit of glamour into your everyday life. There is no need to wait for a special occasion to wear Valentino or Gucci. We made high-end designer pieces relatable and understandable to our everyday consumer.
ON THE FARM
Shot on an old family owned farm in CT. It was the perfect location that could provide us with multiple scenes for our cast. A barn wedding, taking a walk on the grounds and a farm to table lunch.
As the Runway Department continued to evolve, we saw an opportunity to highlight how she can wear high-end designer pieces in her everyday life like going to the farmer's market to having lunch in the park with her friends. This campaign included a direct mail piece, digital assets, and a video for social as well as digital monitors.
One of my all time favorite shoots because it was shot in my charming hometown of Bristol, RI. The theme was back to school and all the fun local things that happened in our town like fall weddings at Linden Place and running into all your friends on your way to school.
My first Runway campaign was inspired from all those celebrity garden parties we used to see in Instyle Maagazine. I loved how all the women were so dressed up in couture for a house party with their little ones running the backyard.