SEATTLE, Feb. 8, 2016 /PRNewswire/ -- 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 will debut on February
8.
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."
Campaign elements
Digital Video:
February-April; YouTube, Vevo, Pandora, and more
Mobile Video: Pandora, KARGO
Nordstrom.com: content experience
Nordstrom catalog: tagline and extensions
Nordstrom stores: visual display elements
Print: March issue of: Elle, Essence, GQ, Harper's Bazaar,
Marie Claire, Vanity Fair.
April issues of: Elle, Esquire Big Black Book, Harper's Bazaar,
Marie Claire, Vanity Fair, Vogue.
(Women's publications will have a Shazam watermark driving to the
Nordstrom.com experience.)
Out of Home: Creative extensions in key stations in
Washington D.C. and San Francisco
Social: Sponsored posts across Nordstrom social platforms
including Instagram, Facebook, Twitter and targeted programs with
SnapChat and Pinterest.
TV: Feb 8th-Apr 25 in four markets: Boston, Chicago, Miami, Portland
Credits
Client: Nordstrom
Agency: Partners & Spade
Production Company: Good Egg
Directors: Tell No One of Good Egg
Executive Producers/Good Egg: Julia
Reed & John Hassay
Editor: Suzy Davis/Final Cut
Post Production: Iain Murray/MPC
Post Production Producers: Hannah
Ruddleston & Ryan
Hancocks/MPC
Music: "Elementary Lover" by Matthew
Dear
Publisher: Ghostly Songs, LLC
ECD/Partner: Anthony Sperduti
Creative Director: Griffin
Creech
Art Director: Elizabeth Dilk
Account Director: Cristina
Fotieo
Executive Producers: Erika Best
& Andy Wilcox
About Nordstrom
Nordstrom, Inc. is a leading fashion
specialty retailer based in the U.S. Founded in 1901 as a shoe
store in Seattle, today Nordstrom
operates 323 stores in 39 states, including 121 full-line stores in
the United States, Canada and Puerto
Rico; 194 Nordstrom Rack stores; two Jeffrey boutiques; and
one clearance store. Additionally, customers are served online
through Nordstrom.com, Nordstromrack.com and HauteLook. The company
also owns Trunk Club, a personalized clothing service serving
customers online at TrunkClub.com and its five clubhouses.
Nordstrom, Inc.'s common stock is publicly traded on the NYSE under
the symbol JWN.
About Partners & Spade
Partners &
Spade is a branding studio founded in 2008 that works across a
range of disciplines including advertising, branding, retail
design, and film making. Partners & Spade's unique approach
allows the studio to nimbly work with corporations such J. Crew,
Whole Foods Market and Sonos as well as rising brands
like Warby Parker, Shinola
and Peloton.
About Tell No One of Good Egg
Tell No One are
Luke White and Remi Weekes. As individuals they are writers and
directors.
As Tell No One they experiment with video cameras. Intended to be a
peek into their experimental process, posting their on-going ideas,
inspirations and processes. Think of this as like an informal
brainstorm. They also shoot promos, commercials and fashion film
together.
Their work collectively have been exhibited and screened in
institutions big and small, around the world. From the Guggenheim
Museum, New York to the British
Film Institute, London.
Media Contact:
Pamela
Lopez
Nordstrom Inc.
206-303-3171
206-617-9391 (mobile)
pamela.lopez@nordstrom.com
Video - https://youtu.be/sV6ITSt4jzM
Logo - http://photos.prnewswire.com/prnh/20001011/NORDLOGO
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SOURCE Nordstrom, Inc.