Client: TK Maxx Australia

Brief: Xmas 2019 Campaign

Location: Sydney, Australia

Media Channels: Social, OOH DOOH and TV

For the TK Maxx Xmas campaign, the challenge was to create a concept that balanced the festive season and summer. As a global brand, the TK Maxx were conscious that a traditional white Christmas approach doesn’t always translate to an Australian market. 


The team took inspiration from the ‘Modern Craft’ decor trend, using summery, bold colours that complemented the products and branding with a fresh twist.


On set, I led the art direction and worked with the photographer to style and capture crisp and vibrant shots. I assisted in post-production to ensure all images were retouched to a high standard.

The campaign was rolled out across Australia on outdoor advertising, radio, digital, TV and print.


Social marketing


Social videos were created highlighting the joy of gifting. Each end-frame included the animated key art.