Project Title: TJ Maxx “You To The Maxx” Campaign
Overview
Led content strategy and production for TJ Maxx’s “You To The Maxx” campaign, a multi-platform initiative celebrating Black women in sports through style and empowerment.
Key Skills
– Content Strategy
– Production Management
– Athlete Coordination
– Brand Alignment
– Multi-platform Content Creation (Editorial, Social, Digital)
Challenge/Problem Statement
Redefine the narrative around Black women in sports while showcasing TJ Maxx’s versatile and affordable fashion.
Solution
– Partnered with Empower Onyx and Group Black
– Featured three prominent athletes: Sanya Richards-Ross, Adrienne Smith, and Chloe Jackson
– Facilitated intimate conversations led by sports journalist Maria Taylor
– Collaborated with legendary stylist April Walker for fashion curation
– Developed content across editorial, social, and digital platforms
Results
– Increased social media engagement with women sharing personal stories
– Successfully changed perceptions of Black women in athletics
– Created impactful assets for editorial, social, and digital use
My Role
As Content Strategist & Producer:
– Collaborated with Creative Director, client, and media partner
– Ensured content alignment with campaign brief
– Worked closely with athletes to capture authentic moments
– Identified hero products for showcasing
– Highlighted each athlete’s unique story
Project Details
– Client: TJ Maxx
– Media Partner: Group Black
– Creative Agency: Empower Onyx
– Creative Director: Senita Brooks
– Date: 8/23
