THE THINKING.

We started working on TK Maxx’ 2020 Christmas campaign in February. Right after that the pandemic reached its peak and everything stopped.

Once we returned to the work , we knew we needed something else that would take into consideration what people were going through.

Digging through data, we saw that people were really worried about whether or not Christmas would be possible, and were in great need for some much needed magic and levity.

So we set out to communicate that everyone deserves to feel special this year through the sassiest and coolest lil’ goat I’ve ever seen/worked on.

The film was accompanied by a TikTok partnership where creators share their best version of lil’ goat’s strut and garnered national attention and appreciation from all who saw it.