McKinney | Creative Brief | Strategy & Creative
TL;DR
The Ask:
Celebrate Gen Z’s self-expression this spring through creator-led storytelling.
Audience:
Gen Z Resourceful creators have spent all winter thinking and running through fit checks for spring break or festival season, outdoor gear, home vibes, and garden flexes in their minds. When spring hits, the new season is an energy shift: new looks, IRL hangouts, and all the “must-do” vibes. She’s trying to tap into her magic and curate cool moments with friends after feeling isolated and secluded.
Strategic Approach:
Spring is shortcut from bed rotting to hot girl walk.
The Opportunity:
Reframe Gen Z’s view of Ross and all it has to offer.
The Challenge:
Today, Ross isn't part of Gen Z's repertoire. While TJ + Marshalls has eked into giving them a better experience, Ross isn't their style of shopping anymore.
Goal:
Celebrate Gen Z’s creative magic with a spring campaign made by creators, for creators.
The Insight:
In winter she dresses to blend in, but in spring she’s expected to stand out.
Background:
Grow sales, increase visits, and elevate the brand with Gen Z.
My Role:
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Researched spring trends, audience, and competitive landscape surrounding spring clothes and feelings
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Helped to craft the strategic approach and opportunity for the campaign
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Briefed in the creative team
Who we're talking to
Today Ross isn't part of her repertoire
But for those in the know. Ross is her secret to the ultimate finds.
We need to reframe Gen Z’s view of Ross
and all that is has to offer
Hibernation keeps her hidden, and winter can feel isolating.
But spring is her time to step into the spotlight
After an isolated winter, Spring is the season for Gen Z to shine
—at festivals, on spring break, or just enjoying the outdoors.
There's pressure to come correct
But spring gives permissions to test-run a new self
Ross can turn her spring into a time to step out
Insight
In winter she dresses to blend in, but in spring she’s expected to stand out.
Strategy
Ross is her shortcut from bed rotting to hot girl walk.​
Creative
Strategy Team:
Account Team:
Creative and Production Team:
Executive Director of Strategy
Group Client Director​​
Meritxell Ruiz: Associate Creative Director
Hannah Berling: Senior Art Director
Director of Strategy
Account Director​​
Scott Clark: Group Creative Director
Cat Marsh: Strategist
Account Supervisor ​
Omid Amidi: Co Chief Creative Officer