Bring Back the Holidays

TJX (T.J. Maxx, Marshalls, HomeGoods)

Art Direction

Holiday shopping can be a very stressful time of year. If you look around the large, noisy market, one thing is clear, everyone is shouting at consumers “Buy NOW!”. When had the holidays lost their meaning?

TJX (T.J.Maxx, Marshalls and HomeGoods) wanted to remind consumers of what was really important, not leaving the Thanksgiving table to go shopping for deals, but to spend time with loved ones and really focus on what matters most.

Through full 360 efforts across broadcast, OOH, digital, mobile and social, “Bring Back The Holidays” maintained its leadership position.

Here’s a behind the scenes into the color theory exercise I lead to subtly bring in the brand’s color palette into photography, video, lighting and color correction.