Madheart Jan Gleie Makes a Fashion Statement for T.J. Maxx

Author:
Publish date:

Los Angeles--

Madheart

director Jan Gleie portrays the lives and fashion sense of two young women in a pair of new ads for T.J. Maxx and Grey, New York. The spots are part of the retailer’s on-going Maxxinista campaign and sequels to a group of spots directed by Gleie last year. Each takes the form of a loose documentary of a free-spirited young woman who is both a fashion trendsetter and someone who appreciates a bargain.

One of the new spots features stylist

Cate Sheehy

from the TLC series What to Wear. She first appears in her studio and confesses that what she enjoys most is styling her friends. “They,” she notes, “all love the latest trends, but none of them wants to pay full price.” She takes them on a shopping trip to T.J. Maxx where they load up on designer fashions at discount prices.

The second spot takes a similar course through the story of young stylist assistant

Jenny Salinas

. Jenny, who recently arrived in New York City “with just a suitcase,” styled herself and her apartment at T.J. Maxx.

Gleie, who shot both spots in New York City, renders the stories in a way that feels genuine, lighthearted and affecting. Shots of Cate and her friends posing on a city street, with camera flairs and natural lighting, have the feel of a Facebook video. The women give warm, natural performances and when they pause to address the camera, it’s as if they are sharing a secret with a friend, which, of course, is the whole point.

Madheart is based in Los Angeles. For further information, call 213.995.4555 or visit

http://www.madheart.com/

. The company is represented on the West Coast by Lisa Gimenez Toliver (

lisa@lisareps.com

), Hot Betty in the Midwest (

cat@hot-betty.com

), and, on the East Coast, by Dana Dubay (

dana@dubay.tv

) and Kelly Flint (

kelly@strikemedia.tv

)

Credits

Titles:

Cate: Scoring for Friends

,

Jenny: The Big Move

Client: T.J. Maxx Agency: Grey Worldwide, New York. Mark Fina, executive creative director; Cynthia Wills, copywriter/creative director; Gino Gianneshci, art director /creative director; Kelly Fagan, agency producer. Production: Madheart, Los Angeles. Jan Gleie, director; Lisa Phillips, executive producer.

Related

Colonie - Logo Small

The Colonie Promotes Graham Chapman to Editor

The Colonie has announced that Graham Chapman has been promoted to editor, continuing the Chicago-based postproduction company’s long tradition of nurturing extraordinary young talent and developing its next generation of editors from within.

RTI_RTIXCEL_Experience

RTI Launches Multi-Tiered RTIXCEL Training Program

RTI, a leading control and automation manufacturer for residential and commercial settings, today announced that the RTIXCEL Training Program has officially launched. RTIXCEL offers a range of options designed to give custom installers the resources needed to master Integration Designer® APEX and gain a deeper knowledge of the technologies they use every day. RTIXCEL Online, RTI's new state-of-the-art learning system, delivers a comprehensive curriculum, allowing dealers to learn effectively at their own pace. Online learning complements other RTIXCEL training programs, including TechTalk webinars, on-site training held around the world, and the RTIXCEL Experience, a three-day, hands-on training hosted at RTI headquarters in Minnesota. These accredited courses give integrators education units for CEDIA and AVIXA certifications.

BenQ_InstaShow

BenQ Amps Up 21st Century Learning at TCEA 2019

BenQ, an internationally renowned provider of visual display solutions, will feature its purpose-built display solutions for education at the 2019 Texas Computer Education Association (TCEA) Convention and Exposition, Feb. 4-8 at the Henry B. González Convention Center in San Antonio. In booth 1562, BenQ will show educators interactive flat panels, laser projectors and collaboration solutions that will help transform the learning experience to drive success for every student.