FY22 TJ Maxx Post-Holiday/Spring Campaign
Role: Art Direction & Design
My favorite project of the year was not only one of the most challenging to conceptualize in the year but also one where I developed a set construct that is still in use today. In order to create something new but also connect it to the next season, I had to think outside the box. The purpose of this photoshoot was to capture new merchandise right after the holiday season and as we transition into spring.
For true spring, my directors were planning to shoot in Miami. To capture the Miami aesthetic in the set design, I incorporated vibrant colors, tropical plants, and art deco elements. I researched Miami hotels as inspiration. I also looked at the architecture and interiors of famous Miami landmarks, such as South Beach and the Art Deco District. I used this research to create a realistic and immersive set that reflected the look and feel of a Miami hotel lobby. Tropical printed wallpaper and luxury flooring. Keeping in mind logistics and the budget. This approach helped create a seamless transition from winter holidays to spring.
