TJMAXX: PAID SOCIAL CAMPAIGNS
EXPANDING AN IN-HOUSE BRAND STUDIO WITH MOTION STRATEGY
OVERVIEW:
TJX - parent company of TJMaxx, Marshalls, HomeGoods, and Sierra - wanted to expand the creative capabilities of its in-house brand studio by bringing in an external specialist to push motion graphics and video storytelling further.
As a motion designer and creative partner, I helped elevate the team’s approach to social and paid video by lending expertise in animation, editing, and workflow strategy. Through close collaboration, we explored more ambitious animation concepts, enabled earlier collaboration between brand and leadership, and streamlined post-production for smoother, faster delivery.
The result was a scalable creative process that gave the internal team more flexibility, faster turnaround times, and higher-quality video output - without sacrificing craft or cohesion.
THE CHALLENGE:
TJX’s in-house brand studio produced a steady stream of campaign content built around seasonal fashion shoots, turning photo and video assets into social, digital, and paid placements. While the creative team managed design and production internally, they needed an external specialist to handle the motion design and post-production demands of paid social.
I partnered with the team to expand their creative capacity - streamlining delivery, refining workflows, and integrating motion directly into the campaign process.
The challenge was to build a scalable system that could meet tight campaign timelines and brand standards while allowing for greater creative range and polish. By structuring post-production around strategy, the team gained more flexibility, faster turnaround times, and higher-quality outputs without adding friction.
THE APPROACH:
Working closely with TJX’s art director, program and project managers, copywriters, designers, and editors, I focused on elevating the studio’s motion and post-production process. The goal wasn’t to reinvent the creative - it was to refine workflows and improve how motion was built, shared, and delivered.
I standardized key parts of the workflow: organizing assets cleanly in After Effects, structuring graphics for reusability, optimizing timing and filters for dynamic pacing, and ensuring every animation aligned with TJX’s polished, editorial brand tone. I also provided motion and editing mentorship to the team - sharing best practices, refining their technical approach, and helping strengthen the connection between the studio’s design language and its moving content.
The result was a sharper, more consistent motion output that improved collaboration across disciplines and allowed the team to produce high-quality, brand-forward video content with greater confidence and efficiency.
EXECUTION:
Reusable Prime Day campaign template designed for quick refreshes within TJX’s established workflow.
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12–20 assets per month across channels while maintaining speed, quality, and brand integrity.
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Managed the full post-production process - animation, editing, sound design, and mix - to meet the brand’s polished, editorial standard.
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Adapted content for multiple formats and markets, creating optimized versions for Instagram, TikTok, and Meta (1:1, 4:5, 9:16) and producing English and Spanish variants that aligned tone, typography, and pacing across regions.
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Maintained a reliable delivery pipeline - handling exports, packaging, and organized project handoffs - while collaborating closely with creative teams throughout review cycles to streamline approvals and keep deadlines on track.
By planning shoots with motion in mind, we could scale the storytelling - adding depth, polish, and cohesion to each campaign.
IMPACT & RESULTS:
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14.9% peak engagement rate on Meta carousel campaigns - 3-5× higher than retail benchmarks.
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50M+ total impressions across 2025 paid social campaigns, driving measurable awareness and audience engagement.
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8.4-8.8% engagement on link ads and 3.5–4.4% on reels - maintaining performance across formats and regions.
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12-20 motion assets delivered monthly with faster turnaround and consistent brand polish.
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Partnership evolved from external support to embedded creative collaboration, expanding in-house motion capability.
CREATIVE HIGHTLIGHTS:
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Motion-First Social Series - developed motion-led campaigns for promotions like Clearance and Prime Day, transforming type-driven messaging with minimal assets into engaging visual stories through rhythm, music, and sound design.
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Studio Collaboration Spots - partnered with TJX’s internal studio and creative teams to produce fashion-forward cinematic videos combining dynamic camera work, seamless transitions, and elevated post-production polish.
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Sierra Brand Motion Expansion - created a test motion campaign that demonstrated how storytelling through animation could strengthen Sierra’s visual identity. The project helped influence the brand’s decision to expand its motion capabilities and integrate animation more deeply into its campaign strategy.
KEY TAKEAWAYS:
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Elevating creative teams doesn’t always mean reinventing the work - sometimes it means refining the process that makes great work possible.
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Embedding motion strategy within an existing studio unlocks faster delivery, stronger collaboration, and higher creative quality.
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The right partnership turns outside expertise into lasting internal capability - helping teams grow more confident, consistent, and creatively ambitious.