TJ Maxx Social Content

Fab fashion + social trends: the combination that fueled weekly Maxx TikTok content development.

I worked as art director for TJ Maxx agile social content for TikTok and Instagram (Reels, Stories and in-feed). I led concept and visual direction for both creator- and brand-produced content. The content of the videos revolved around trending TJ Maxx products or “shopper truths” (common experiences and behaviors shared by Maxxinistas.) My team’s challenge was to bring interest and relevancy by connecting the brand to the current social conversation.

brand social channels / art direction, design

Below is content I art directed, shot + edited and/or designed.

Images link to their corresponding TikTok.

In addition to directing an array of fantastic creators, I created content for the brand channels myself when we were being extra agile. This gave me perspective on the sheer amount of work that goes into a “quick-turn” piece, not to mention the added pressure for the piece to perform well. This perspective and process helped me prioritize: push hard for concepts I believed in, and let go and move on when the idea isn’t working. And, hey…that’s life, baby!

Here are two concepts I created that we didn’t press publish on for one reason or another, but I still like ‘em, so please enjoy. (roles: concept, product selection, styling, shooting, editing. AnythingBoards CW: Sallie Stacker)

the maxxinista team: creative director, source of endless wisdom: Dan Licht / copywriter, literally the nicest person in the world: Sallie Stacker / producers: Nate Millado, Roy Kim