THAT CONCEPT STORE

The Problem
How can a holiday campaign be elevated in a way that feels both familiar and fresh, incorporating messaging across the lifestyle categories of fashion, interior design, and more? THAT, a retail concept championing individual style expression, approached Exactly to develop a holiday campaign that would establish it as a step above the classic fashion-forward department store experience. Ideally, this project would solidify the brand as the creative, experiential go-to for customers in search of extraordinary wares.

Our Solution
Because the goal was to create a clear sense of differentiation from competitors whose visual campaigns often center around models, we opted to build a product-forward narrative. But how could we tell a warm, human story using inanimate objects? The answer came in the form of a recently-vacated holiday dinner table - we imagined that jubilant party guests had just gotten up to hit the dancefloor, leaving morsels and memories to be captured on film. The resulting images feel “human adjacent”, telling the stories of people unseen through pure imagination.