Marshalls Social Content

Creating engaging, on-brand & on-trend content to encourage IRL shopping trips to Marshalls.

I worked as art director for Marshalls agile social – TikTok and Instagram (Reels, Stories and in-feed). I led concept and visual direction for both creator- and brand-produced content. My team’s challenge was to make Marshalls’ trending products feel relevant by connecting them to the current social conversation. We achieved this through directing an array of fantastic creators – briefing them on a trend, emphasizing the brand-trend connection, and guiding them through their creation process – and personally capturing and creating video content for the brand channels.

stills from various shoots. art direction, styling, and photography from yours truly.

As expected, timelines were extremely tight – I mean, uh, agile: social trends meeting Tuesday, trend concepts, creative briefs, and creator selection due by end of week. This coincides with reviewing already produced content from the previous week, fielding questions from creators as they’re shooting, capturing content in-store myself, shooting, editing, revising, endlessly scrolling the Commercial Music Library…you know the whole deal.

Below is a combination of content I art directed, both produced by me (directly below) and creator-produced (bottom).
Images link to their corresponding TikTok.

the wonderful team:
creative director, source of endless wisdom: Dan Licht
copywriters: Jenna Jones and Manjari Doxey
jr. AD: Helen Yu
producers: Megan Bagg, Roy Kim