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Kohl's: 10 Years. 10 Moments by PMH

Agency: PMH
Client: Kohl's
Date: Oct 2017
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Kohl’s tapped the Minneapolis-based ‘famously unfamous’ PMH (Peterson Milla Hooks) to conceptualize and create the ‘10 Years. 10 Moments’ national TV campaign celebrating a 10-year relationship and partnership with icon Vera Wang.

Director Luca Guadagnino (A Bigger Splash, I Am Love, Call Me by Your Name) worked on the 30-second spot, bringing Italian flair to the US retailer’s campaign.

The spot starts with Vera in a moment of inspiration, pivoting to a series of vignettes depicting a single point of time in the lives of nine diverse women.

The points range from a woman lounging comfortably to a close up of an expectant mother’s growing belly, as Vera’s voice plays in the background highlighting the underlying innuendos through phrases such as “We Drifted,” “We tied the knot,” and “We created something new.”

Throughout the spot, each moment, large and small, pays tribute the one of the last 10 years since the designer and brands relationship began.


Ad agency:

Peterson Milla Hooks

Founder, executive creative director: Dave Peterson

Associate creative director: Andrea Hyde

Account director: Tesa Raymond

Head of production: Aldo Hertz

Senior producer: Sean Healey

Project manager: Ashley Taney

Production company:

Little Minx

Director: Luca Guadagnino

Director of photography: Alexis Zabe

Executive producer: Rhea Scott

Line producer: Terri Shafirov

Production designer: Happy Massee

Wardrobe stylist: Bill Mullen


Rock Paper Scissors

Editor: Frank Snyder

Producer: Lisa Barnable


Company 3

Colorist: Sofie Borup

VFX / finishing:

Pixel Farm, Minneapolis

VFX supervisor: Kurt Angel

VFX producer: Kathy Yerich


Composer: Daniel Wohl