Nordstrom Hero
Nordstrom

Closer To You.

Photography Video

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.

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Jazmin’s work is often motivated by a central mission: “to uplift and honor the simple pleasures and details of life, which in turn honors the folks you see on screen, especially those whose stories are often left out of the picture.” Her concept for Nordstrom’s campaign was one that was radiant and magical, nostalgic and familiar – yet entirely fresh. Jazmin’s work often shines with this sort of quality, the human-to-human connectivity that saturates everyday moments and setpieces with magic. Nordstrom had named this campaign CLOSER TO YOU, and it became the heart of our story: in division there is the opportunity to grow closer, and in uncertainty there is still space for levity, for boldness, for love.

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“It’s about evoking a feeling in people, not about creating a fantasy. That feeling that conjures up warmth, comfort, safety and inspiration.”

- Jazmin Garcia



Jazmin’s work is often motivated by a central mission: “to uplift and honor the simple pleasures and details of life, which in turn honors the folks you see on screen, especially those whose stories are often left out of the picture.” Her concept for Nordstrom’s campaign was one that was radiant and magical, nostalgic and familiar – yet entirely fresh. Jazmin’s work often shines with this sort of quality, the human-to-human connectivity that saturates everyday moments and setpieces with magic. Nordstrom had named this campaign CLOSER TO YOU, and it became the heart of our story: in division there is the opportunity to grow closer, and in uncertainty there is still space for levity, for boldness, for love.

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This campaign was shot during COVID-19, and was highlighting Nordstrom’s response to the pandemic. To protect the health of our team and talent, we reimagined our usual production process from top to bottom. We started by casting real people, real couples, and real families – humans who had already been weathering 2020’s storm together – and we tailored the campaign around their stories. This allowed us to support safe distancing guidelines, and capture moments that were, above all else, true. While it was a challenge to shoot this many stories during the pandemic, in both film and video, the stories that bloomed surprised us, moved us, made us laugh, and brought Nordstrom’s initiative – in all senses of the phrase – to life.

We collaborated with Exposure during every phase of production, forging the path from location scouting to shoot to post to delivery. We started together in prep, preparing the shoot in real-time while molding the creative around the talent and the location, and the unique story that emerged from there. It was through this thoughtful marriage of human storyline and production realities that we brought each Nordstrom-customer service vignette to life. We worked across countries and timezones. We sanitized, disinfected, and rapid-tested on set. We drew strength from our robust remote production network. We solved problems both immediately and preemptively. And, we expanded on the diversity initiative we were given – behind and in front of the camera.

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“I want people to not only take in, but relate, and reflect on their own experiences when they watch bold images of folks who look like them.”

- Jazmin Garcia

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Together, we were able to tell a brand story through a profoundly human lens, with a cast and crew that reflected our mission. Perhaps most valuable of all, Nordstrom put full trust in our collaborative mission, and in Jazmin’s vision: to break boundaries, and challenge preconceived notions of underrepresented folks, of beauty standards, of fashion, and on the most basic level, about humanity. This isn’t a campaign about ticking boxes for an unprecedented holiday season – it’s a story about how we connect even when we’re disconnected. How we make those human connections beautiful with our own resilience, our strength, and our ability to adapt in each moment as it comes – again, and again, and again.

Services

Discovery & Insights Intake
Concepting & Creative Development
Art Buying & Usage Negotiations
Budget Scenario Modeling
Casting & Talent Management
Brand & Content Strategy
Pre-production & Logistics
Crew Sourcing & Management
Location Scouting & Permitting
External Vendor Relations
Ongoing Budget Management
Run of Show Execution
Covid Protocol Implementation
Video Editing & Stills Retouching
VFX, 3D & Compositing
Music Search & Licensing
Sound Design & Mixing
Mastering for Broadcast & Social

Collaborators

Agency

Exposure

Executive Creative Producer

Davis Priestley

Head of Production

Dan Gorczyca

Senior Creative Producer

Jennifer Glynn

Director

Jazmin Garcia

Cinematographer

Eric Vera

Photographer

Elizabeth Weinberg

Production Designer

Natalie Falt Avail

Editor & Sound Designer

Kauai Moliterno

Sound Mix

Neil Koperek

Music

Maps Music

Colorist

Dylan Hageman