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
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, 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
. The company is represented on the West Coast by Lisa Gimenez Toliver (
), Hot Betty in the Midwest (
), and, on the East Coast, by Dana Dubay (
) and Kelly Flint (
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.