Celebrate Spring Fashion through an Optimistic Lens
Nordstrom launches a national brand campaign through "See Anew," an optimistic celebration of spring fashion. The retailer's most inspirational looks for men and women are featured in a highly visual creative execution involving mirrors, floral prints and smiling models. The campaign's TV, digital, print, social, and video components debuted in 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 the 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. I absolutely love that some of the models are smiling—that looks really fresh to me. I love how in the film, the fashions and the faces turn into flowers in full bloom."
The retailer's Chief Marketing Officer Brian Dennehy says, "Our hope is that the work touches a different spirit and connects with a younger customer than we have in the past." Dennehy continues, "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."
Of the creative brief's challenge, Partners & Spade partner Anthony Sperduti comments, "When we began to collaborate with the team at Nordstrom, there was such new thinking being brought to the table, that the idea of "See Anew" was compelling on many levels. Being able to interpret that visually and pay homage to the fashion became an incredibly fun challenge that really came to life through the clever use of mirrors, choreography and A LOT of flower petals."
Filmmakers Tell No One comment, "We loved the brief and immediately connected with Anthony of Partners & Spade. In terms of execution, it was a mixture of both scale model and digital renders. We are big testers of our ideas to help us develop before shooting, we aim to get as much in camera as possible or at least to make it feel like that. Iain from MPC is always at hand to figure out how all ideas make it into the final film."