Human connection is a remarkable thing not only for its beauty, or even its intricacy, but for its tenacity. For its ability to put you in touch with something you might not be able to reach alone. Consider an analogy: Advertising tends to treat our relationships as though they’re store-bought – lovely, but predictable and static, a synthetic bouquet. But connections are never so plastic. They’re the hardy vines that weather the winter, they’re spring’s first brave blossoms that somehow, yet always, burst through the frost. They’re the moments that bloom perennially from our memory bank.
In September 2020, we partnered with London-based creative agency Exposure on a different sort of advertising campaign: in a time when division and distance dominated the news, Nordstrom wanted to capture the beauty – and the resilience – of human connection. And, they wanted a storytelling partner who would bring out a deep sense of intimacy and authenticity, connecting their brand story to a larger human story. The goal was to highlight Nordstrom’s commitment to customer care, and their commitment to providing familiar services in a world that seemed entirely unfamiliar, while upholding strict safety protocols throughout production.
We knew this project was special, that this story needed bright and thoughtful hands to shape it, and we were excited to join Exposure and Nordstrom in shaping story direction. We couldn’t have been more excited for the opportunity to bring LA-based Director Jazmin Garcia on to the project, whose vision and inspiration became our guiding light, and photographer Elizabeth Weinberg, whose background in photojournalism and portraiture captured the heart of authenticity in our story.