TK Maxx – Me By Me

TK Maxx is encouraging people to experiment with style, try new things on and celebrate their own sense of style with its new spring/summer 2014 campaign. The ‘Me. By Me’ campaign comprises of a collection of films, a digital hub and a social strategy produced with the help of TK Maxx shoppers across Europe.

The central idea is that people are at their most attractive when they are being their true self, in order to honor this message we found real people with no modeling experience through casting sessions at TK Maxx stores in Germany, Poland, Ireland and the UK. Each step of the way cast members experiences were captured on film, from the initial casting right through to their participation in a film shoot in Cape Town creating real footage, with no scripts or storyboards and free reign on wardrobe and styling as TK Maxx simply acted as fashion (and fun) facilitators.
The main launch film acted as a springboard for a wider digital campaign aimed at inviting fans to become part of the project by ending with the strapline: 1000s of designers and brands. 1000s of unique looks for less. 1000s of ways to be more me. What’s your #MEBYME?’

Agency: The Brooklyn Brothers
Production Company: Partizan Films
Director: ABCDCD
Filming Location: Cape Town, South Africa
Role: Executive Producer / Head of Production

Michael MacMillan