FROM THE WILD TO YOUR WARDROBE.
Marshalls has the finds she wants, and there was no better moment than fall – when fashion takes center stage and inspiration is everywhere – to remind her where to go to get it. So we created the Fall Fashion Field Guide, a shoppable, trend-watching style guide that mixed humor, culture, and all things girlhood. We tapped style icon and longtime brand fan Brenda Song, whose fashion cred made her the perfect style spotter to lead the way.
The social-first video series turned people-watching into Style Spotting, celebrating a variety of women’s style archetypes and the looks they’re wearing in the wild. The campaign extended across creators, e-comm, custom paid placements, elevated mailers, curated social, and an immersive styling media event to get women style spotting and shopping Marshalls all season long.
Notably, this became the brand’s #1 earned creative campaign in recent history. Just about a month into the campaign, we saw over 1 billion earned impressions, over 150 placements, 44M social views, almost 200k views, and over 51K engagements across social + influencer.
// role: group creative director
// agency team: Michelle Tucker, Katie Rogers, Alaina Africano, Kelley Bode, Ellie Brzezenski, Emily Curran, Autumn Brawer, Gina LaPinto, Lauren Cole, Kristen Moore, Emily Killoren, Jenn London, Anastasia Fitz, Alana Newson, Ace Perron, Megan Young, Kristina Rivera, Griffin Gallagher, Simone Samis, Mohar Chaudhuri, Abbery Engrav, Alyssa Famiglietti, Graham Robson, Cirstiaan Jackson, Emily Klammer, Augie Arrendondo, Alaine Caudle
// production & post: B-Reel Films, Cosmo Street, Mr. Bronx Audio, Halation, The End
// photographer: Anne-Marie Halovanic
// director: Stephanie Halovanic