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.
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
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
Colorist: Sofie Borup
VFX / finishing:
Pixel Farm, Minneapolis
VFX supervisor: Kurt Angel
VFX producer: Kathy Yerich
Composer: Daniel Wohl