Melissa Pennington's Portfolio
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marshalls

brand photography direction

Every Marshalls store is different. No two stores have the same merchandise, and new things are being added every day. The items inside are carefully curated to always be surprising, and priced to inspire. The challenge was to develop a look and feel that takes customers from "Marshalls never has what I'm looking for” to "I never know what I'm going to find, but I know I'm going to love it."

It’s got to communicate that it’s curated, not random. Accessible, not discount. Consistent. Through photography and social, my task was to develop a visual language to help lend a sense of unity to the brand.

Twitter Scratch Reels

When this was produced, Twitter was testing a new ad unit in which users could scrub through the ad forwards and backwards. It seemed like the perfect opportunity for Marshalls to surprise its audience, so we developed three slow-motion videos featuring products that took advantage of the medium in which they’d be presented.

TL;DR — we blew stuff up.

instagram carousels

We developed the “Question Heart” as a visual symbol of Marshalls’ brand promise. It was then used throughout our social channels with our new photography style to reveal especially fun and unique finds.

Marshalls X The Weather Channel — Digital Banners

No matter the weather, conditions are perfect to surprise yourself with Marshalls’ selection.