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By Doug Zanger, Americas Editor

February 8, 2016 | 3 min read

Fashion retailer Nordstom has launched a new national brand campaign featuring an optimistic approach.

The “See Anew” highly visual work - involving mirrors, floral prints and smiling models - will live on TV, digital, print, social, and video. The debut is set for today (8 February.)

The campaign is anchored by a short film spearheaded by Nordstrom vice president of creative projects Olivia Kim in collaboration with experimental filmmakers Tell No One of Good Egg and branding agency Partners & Spade. Remi Weekes and Luke White of Tell No One conceptualized and created a life-size kaleidoscope in which models danced throughout with mirrors splitting and spinning, creating kinetic reflections of the garments that results in a joyful, kaleidoscopic vision of spring.

"The assignment was to inspire new and existing customers, to give them a different perspective from what they may have seen from us before," says Kim, "We took the approach of starting with the most inspirational, beautiful spring product and then partnered with an incredible team of creatives to make what we think is really compelling content. The intent was to focus on a mood—the fresh, optimistic mood that spring brings.

The retailer, very well-known for its quality of product and high levels of customer service, is aiming to connect with a newer audience.

"Our hope is that the work touches a different spirit and connects with a younger customer than we have in the past." said Brian Dennehy, Nordstrom CMO. "Olivia is a non-traditional merchant and we've had success with her recent projects such as the Pop-in@nordstrom shops and the fledgling Space department. We were excited to pair Olivia's spirited take on fashion with our love for our customer and we are delighted with the results.”

The TV campaign runs from February 8th to April 25th in Boston, Chicago, Miami and Portland. Print includes the March issues of Elle, Essence, GQ, Harper's Bazaar, Marie Claire and Vanity Fair — and the April issues of Elle, Esquire Big Black Book, Harper's Bazaar, Marie Claire, Vanity Fair and Vogue.

Women’s publications will have a Shazam watermark driving to the Nordstrom.com experience. Digital video will live on YouTube, Vevo, Pandora and Kargo. OOH will include Washington DC and San Francisco and social will include sponsored posts on Instagram, Facebook, Twitter and targeted programs with SnapChat and Pinterest.

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