Nordstrom Gets Down to Earth While Also Soaringly Artistic in First Campaign From Droga5

Nordstrom has some advice that seems well timed to the current divisive climate, but that may never go out of fashion: Be receptive, be flexible, be present. Be who you are, in short, but be part of the whole. “An Open Mind is the Best Look,” an ad which broke Sunday night in the E! network’s pre-Oscars red carpet coverage, intends to be “a celebration of individuality and human connection,” says Nordstrom CMO Scott Meden. The campaign—the retailer’s first work from agency Droga5—brings together disparate slice-of-life scenes like a swim lesson, a tap dance and a bus ride. Its stars, part-time actors and non-professionals including a sign-language interpreter, a stylish doyenne and a teen-age karate expert, are diverse in age, background and ethnicity. (There are cool duds, too, though the apparel isn’t necessarily the main attraction. The brand wants you to feel something first and then, perhaps, scoop up that metallic puffer vest). [kickout id="1"] For the artsy 2-minute hero spot, along with its shorter offshoots, execs took their own tagline’s suggestion, ultimately using one of the cast members as the off-the-cuff narrator instead of adding a scripted voice of god. “We had everything buttoned up with storyboards, then we got really beautifully surprised on set,” says Alexander Nowak, Droga’s executive creative director. “We had an open mind, and it struck us that what Carol said was better than what we’d written.” Carol Hickey, an acting coach, makes a cameo in the spot, but her ad libbed dialogue (“I want to have a human experience. Find the passion, make your place, embody your power”) creates the spine of the mini-movie. “There was so much wisdom in her words,” Nowak says. [kickout id="2"] Nordstrom, which has made waves with its no-inventory, service-only storefronts in Los Angeles, wants to show off its “emotional differentiator” with “An Open Mind,” shot in Austin, Texas, by Danish filmmaker, music video director and cinematographer Martin de Thurah. “It’s new for us to do this kind of top-of-the-funnel campaign, but we think this brings the brand to life,” Meden says of creative that’s intentionally less clothing-focused and more story-led. “It’s the core of who we are and how we strive to connect with customers.” The marketer plans to make a concerted splash with the work through spring on digital and social media and via print, in-theater and out-of-home placements. It’s part of an overall effort that features traditional product-based advertising across channels. CREDITS: Client: Nordstrom Campaign AN OPEN MIND IS THE BEST LOOK Agency: Droga5 NY Creative Chairman: David Droga Chief Creative Officer: Neil Heymann Executive Creative Director: Alexander Nowak Associate Creative Director: Kia Heinnen Associate Creative Director: Patrick Glorieux Copywriter: Ben Brown Art Director: Jackie Moran Senior Designer: Jen Lally Chief Creation Officer: Sally-Ann Dale Director of Film Production: Jesse Brihn Executive Producer, Film: Mike Hasinoff Associate Producer, Film: Carlos Valdivia Music Supervisor: Mike Ladman Director of Business Affairs: Jocelyn Howard Senior Business Affairs Manager: Ann Marie Turbitt Business Talent Manager: Michelle Cramer Global Chief Strategy Officer: Jonny Bauer Head of Strategy: Harry Román-Torres Group Strategy: Director Deepa Sen Senior Strategist: Kaveri Gautam Chief Media Officer: Colleen Leddy Head of Communications Strategy: Dean Challis Communications Strategy Director: Danni Patterson Senior Communications Strategist: Hillary Fink Communications Strategist: Kathryn Rhyne Group Account Director: Courtney Russell Account Director: Celeste Pulman Account Manager: Dani Frank Senior Project Manager: Laura Rothman Client: Nordstrom CMO: Scott Meden VP, Creative: Red Godfrey VP, Creative Projects: Olivia Kim VP, Brand & Digital Marketing: Deniz Anders Creative Strategy Director: Strath Shepard Brand Manager: Jenna Edmunds Senior Program Manager: Karly Orr Program Manager: Tammy Mair Production Company: Epoch Films Director & Photographer: Martin de Thurah DOP: Kasper Tuxen Founding Partner: Mindy Goldberg Executive Producer: Melissa Culligan Head of Production: Megan Murphee Producer: Michaela Johnson Editorial: Work Editorial Editor: Peter Brandt Assistant Editor: Winter Brihn Executive Producer: Erica Thompson Producer: Christopher Delarenal Telecist: Company 3 Senior Colorist: Tom Poole Producer: Alexandra Lubrano Color Assist: Jenny Montgomery Postproduction: Blacksmith VFX Supervisor: Tom Bussell Executive Producer: Charlotte Arnold VFX Producer: Tina Chen Lead VFX Artists: Jamie Scott, Daniel Morris Compositors: Jacob Slutsky, Robert Bruce, Tim Regan, Joey Deady and Yebin Ahn Roto: Studio 8 Music: Found Objects Executive Creative Directors: Jay Wadley & Trevor Gureckis Composers: Jay Wadley & Trevor Gureckis Executive Producer: Jennie Armon Senior Producer: Matt Nelson Sound Design: Ballad Executive Producer: Gregers Mærsk Møller Sound Designer: Adrian Aurelius Additional Sound Design: Philip Nicolai Flindt Mix: Wave Studios Executive Producer: Vicky Ferraro Producer: Ruth Eaton Mixer: Aaron Reynolds

AdFreak

Nordstrom Gets Down to Earth While Also Soaringly Artistic in First Campaign From Droga5

Retailer aims to create a connection, not just push clothing

T.L. Stanley

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

T.L. Stanley