TJX Animation

A welcome too big for one screen

At TJX’s new corporate offices, the introduction began in the lobby, across four giant screens that greeted people as they arrived. The retail company behind T.J. Maxx, Marshalls and HomeGoods wanted a piece that showed what it was like to work there, giving its entrance some of the character of the business.

 

Natie partnered with Element on a film combining live-action footage and animation for that space. The format offered a much larger canvas than a conventional screen, and made the setting part of the assignment.

Industry

  • Consumer Goods
  • Services

Services

  • Animation
  • Writing
Play

Four screens. Plenty of moving parts.

While Element and TJX shot and supplied the live-action footage, we worked with TJX on the design and on the animated elements. With four screens in play, the design had to be considered at the scale people would actually encounter it. Together, we brought it into one piece working across all four lobby screens.

A lot of people behind the scenes

Production took plenty of back-and-forth as the live-action footage and animation came together. Working across four screens added complexity, including the processing demands of handling the video and animated imagery at that scale.

Working together

The result was a colorful introduction to the company that became part of the experience of entering its offices. A lot of people and a lot of work went into that first hello. And what a hello.