As the agency that creates social content for TjMaxx’s Instagram and TikTok channels, we are asked to come up with content that resonates with Maxxinistas and to engage with them in existing and fun ways.
My role:
As one of the main art directors on this team I helped to bring relevant insights, learnings and lean into social trends to help develop social content. I helped to create our own branded content, by going in store for shoots, but I also had the opportunity to brief creators on the concepts we would come up with. I assisted creators in providing them briefs that included concept inspiration, moldboards, as well as brand guidelines to help them succeed. I also presented ideas to larger internal and client teams.
The Ask:
THE WORK
THE WORK
TikTok Videos
I got to brief Latoya and her daughter to parody what it is like to shop with mom at TJMaxx. Our fans on TikTok could relate 😂.
I helped with the art direction on one of the best performing posts on TJMaxx’s TikTok. The comments expressed just how much TJMaxx means to our audience, and proves that simple posts are easy ways to build community for brands.
Tapping into trends, we created a fake carousel of all the reasons to never shop at TJMaxx, of course there aren’t any! Our fans agreed.
Instagram Videos
Back to school shopping isn’t just for the kids, it’s for the adults too, and it’s fun.
Turning your apartment into a café was a trend earlier this year. We showed our audience how they could do with a quick shopping trip at TJMaxx.
For April Fools Day we wanted to rebrand ourself. Maxxinistas love the candle aisle so we decided to become a candle studio. Welcome TJ Waxx, this was one of the brand’s most liked posts and received media attention, it came from a proactive idea we had to have more fun with the brand.