A Show of Closets

Your closet is more than clothes. It’s self-expression, a reflection of who you are, and a ticket to anywhere you want to go. For the campaign launch, America Ferrera lends her voice to bring to life the endless possibilities hidden inside.

Director: Floria Sigismondi

As part of the TJ Maxx rebrand, we developed a custom typeface rooted in the brand’s DNA, its logo. Led by the exceptionally talented head of design Matt van Leeuwen, alongside Sonsoles Alvarez Otero and renowned typographer Jeremy Mickel, the team created Maxx Display, a truly ownable typeface.

Red background with large pale pink text reading 'hello maxx' in a bold, modern font.
Text displaying 'T,j, maxx' with 'ma' in bold red and the rest in faded gray on a light pink background.
Bright pink background with the word 'summer' in large yellow lowercase letters.
The word 'spring' in large yellow letters on a green background.
Sale price of $12.99 on a red background with large white text.

CCO: Shayne Millington
ECD: Danny Rodriguez, Larry Platt
GCD: Daniel Kim, Natalie Rose
CD: Taskeen Limalia, Clem Pluche
Producers: Stacy Flaum, Christine Clavio
Design Lead: Matt van Leeuwen
Designer: Sonsoles Alvarez
Music Producer: Colleen Dahlstrom, Jamie Jou