Nordstrom Rack

Fashion at a Fraction

We were invited to create Nordstrom Racks first foray into broadcast advertising. The in-house team had shot a bunch of assets for digital and print promotion, and we figured out how to use them to create a spot ready for air. As it turns out, Nordstrom Rack was rewarded with a significant lift in both online and brick and mortar stores directly due to the Fashion at a Fraction run. Oh—look at all the pretty people!

Edit | Design | Motionography | Color Correction

Oh my, you are such a looker!

Creative Director: Bobby Hougham
Designed by: Lindsay Daniels, Vince Diga
Edit: Chris Ophoven
Animation: Eric Edwards
Rotoscope/Keying: Marcus Kulik
Producer: Steiner Kierce
Executive Producer: Sevrin Daniels
Executive Creative Director: Bobby Hougham

Client: Nordstrom Rack
Senior Creative Director: Amanda Trimble
Manager/Editor Off-Price Creative: Melissa Morritt
Project Manager: Andrea Feehan

Creative Director: Bobby Hougham
Designed by: Lindsay Daniels, Vince Diga
Edit: Chris Ophoven
Animation: Eric Edwards
Rotoscope/Keying: Marcus Kulik
Producer: Steiner Kierce
Executive Producer: Sevrin Daniels
Executive Creative Director: Bobby Hougham

Client: Nordstrom Rack
Senior Creative Director: Amanda Trimble
Manager/Editor Off-Price Creative: Melissa Morritt
Project Manager: Andrea Feehan

The Process

Nordstrom Rack decided they would see what sort of lift they could generate with a broadcast spot for their Fashion at a Fraction campaign. They had shot a bunch of stills and footage for social and print use and decided to see what could be made with that. So we got busy and created several treatments that could work with any combination of footage or stills we were able to get. For a lot of our entertainment projects, this is fairly typical when you don’t know exactly what you will get from celebrities. The trick is to create a strongly branded graphic treatment that can carry the weight of continuity and any story possible.

A strong edit goes a long way, pepper in a bit of custom background replacement and a load of graphic wipes and typography and you get yourself a tight and cohesive spot.

It was really interesting to sit in on Nordstrom Racks internal meetings and hearing their thoughts and decision-making process around the different shots chosen. We are mostly interested in telling a color story and looking for good chemistry and actions in our talent. However, the Nordstrom Rack team brought such incredible attention to detail and awareness of industry trends. It is clear to see the partnership was definitely complimentary!

Presented Styleframes

We developed several different looks that we felt hit the various marks we were aiming for. Each approached the general strategy in different ways and embodied the voice uniquely.

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