Marshalls had the fashion finds women wanted, and fall was the perfect moment to make sure they knew where to find them. We created the Fall Fashion Field Guide, a shoppable, trend-driven style guide blending humor, culture, and girlhood. Led by style icon and longtime Marshalls fan Brenda Song, the campaign celebrated the fashion inspiration happening all around us.

At the center was a social-first video series that turned people-watching into Style Spotting, celebrating the women, personal styles, and fashion archetypes found in everyday life. The campaign extended across creator partnerships, e-commerce, custom paid placements, elevated mailers, curated social content, and an immersive styling event—keeping women style spotting and shopping Marshalls throughout the season.

The campaign became Marshalls' #1 earned creative campaign in recent history. Within its first month, it generated more than 1 billion earned impressions, 150+ media placements, 44 million social views and more than 51,000 social and influencer engagements.

Fall fashion Field Guide

MARSHALLS | FALL | 2026

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THE CHALLENGE

Create a culturally relevant fall fashion campaign that positioned Marshalls as the destination for discovering on-trend style, translating everyday fashion inspiration into a shoppable experience that could engage women across social, digital, creator, and in-person channels.

MY ROLE

Executive Producer with overall accountability for production strategy, budget, resourcing, and delivery. Led cross-functional teams and external partners, aligning creative vision with production requirements, managing competing workstreams, and ensuring seamless execution across the campaign's many touchpoints.

PRODUCTION

Multi-day video and photography campaign across an in-studio volume stage and Brooklyn locations, delivering assets for social, digital, paid media, and e-commerce. Oversaw production of curated style archetypes featuring models and actors, merchandise still-life photography, custom creator mailers, and a Brenda Song-led earned media event to extend campaign reach and press engagement.