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Cove [ noun ]

An open, collaborative place to explore and create

Case Study

“T.J. Maxx is Leveling Up”

For T.J.Maxx’s MaxxSwap campaign the team at Cove developed what we coin as a micro-series, a wholly original campaign modeled after our work in long-form reality content and featuring cast members from our integrated partners at Freeform.

For this mini :60 reality show we brought in stylist Laura Farris-Schuffman to makeover Zuri Adele (Good Trouble) and Emily Arlook (Grown-ish) and shine a light on the often-overlooked high-end fashions T.J. Maxx has to offer. What followed was a fun, free-flowing reality-style integration with all the trappings of bingeable unscripted content – confessionals and all.

Filmed in one-single day, these :60 micro-series pushed the limits of what can be done under modest budgets and shattered client expectations, so much so that T.J.Maxx extended the on-air run to nearly double its original window. With multiple custom designed sets and 3 camera reality-style coverage this production showcased exactly what we do at Cove – more with less.

Even with all that, we at Cove never overlook the vast importance of social media. Our MaxxSwap campaign included custom pieces separate of the hero micro-series and designed specifically for Tik-Tok, Stories, and Instagram proper. These leading social drivers were the tip of the spear and drove to the wildly successful on-air campaign.