Meijer

Confidence Beyond Measure

2020-2021

AD CAMPAIGN

A style ad campaign focused on positivity and inclusivity.

OPPORTUNITY

With the average American woman wearing a size 16-18, the shopping experience is still utterly exclusionary-labeling larger sizes as "plus" and ostracizing them away from other sizes. Meijer sought to change the shopping experience by offering size small through 3X all on the same rack and for the same price.

Our goal with this campaign was to celebrate the individual and empower them to feel radiant and confident...beyond measure.

Advertising
Art Direction
Concepting

CATEGORIES
CLIENT

Meijer

YEAR

2020-2021

I was the lead art director, concepting and working alongside my copywriting partner. I art directed the photography, lettering, designed touch points and social videos. I created a style guide for the internal Meijer team follow.

MY ROLE

The photography direction was one of the most important aspects of the campaign. I wanted each model to exude joy and confidence. It was important we cast a wide range of models, celebrating diversity in size, age, ethnicity, ability, and identity. All models were un-retouched and unfiltered.

Since this campaign was connected and produced during COVID, all models were required to be photographed separately and I art directed remotely to avoid having many people on set. 

PHOTOGRAPHY

Because this campaign celebrated uniqueness, I wanted our headlines to feel just as unique. We hired a letterer to playfully write our headlines that reflected their messages.

Each headline had a full justified layout, as well as a left and center-aligned layout, to allow for flexibility when building tactics out with photography. The headlines interact with our models, and break a white border, subtly speaking to breaking barriers and being free.

LETTERING
2021 CAMPAIGN EXTENSION

Confidence Beyond Measure launched in the fall of 2020. Since it was met with overall positivity, Meijer returned in 2021 wanting to include men and kids in the campaign. We launched the refreshed campaign with one overarching idea: Clothes that Fit Your Life’s Style. We then broke out each category into a sub-direction. This allowed us to uniquely communicate our strategy to each demographic, while building consistency in look and feel and tone across all categories.

Confidence Beyond Measure

WOMEN
MEN

Wear What Works

KIDS

Smile in Style

Images for concept only

CREDITS

Dan Goubert, Copywriter

Kristi Neitzel, Creative Director

Aliza Baran, Photographer

Zac Sturgeon, Letterer