Neiman Marcus and The Mill re-introduce fashion expression with Fall 2021 brand campaign film

Work August 19, 2021

We partnered with luxury department store brand, Neiman Marcus, on their fall 2021 campaign film titled ‘Re-Introduce Yourself.’ From the initial creative treatment, development, production, post-production through to delivery, we were involved in every step. 

Neiman Marcus’ Fall campaign video is a principal element of the campaign and one of the ways the retailer offers a re-introduction to itself and its services. Directed by Mill Director, Anais La Rocca and produced in partnership with award-winning production studio The Mill, the video is a metaphor for the transformation of everyone, who, for the past year or so, felt life and self-expression were on pause. The visual narrative follows the metamorphosis of customers – depicted by dancers choreographed by Amy Gardner – as they expressively begin to unfold into their new selves and triumphantly re-emerge into the outside world. It also features three of Neiman Marcus’ own style advisors, whose service helps to trigger that change as they guide them through every moment in their journey of renewed energy and revitalized style.

“Like our customers, Neiman Marcus experienced a transformation of our own,” said Daz McColl, Chief Marketing Officer, Neiman Marcus. “Re-Introduce Yourself is an opportunity for us to convey how we’ve evolved and share our re-imagined fashion perspective and hopefulness for the future that lies ahead while inspiring our customers to stylishly and confidently follow suit. It marks a new chapter in our story, evident in the way we’ve reimagined our approach to storytelling across all channels starting with our campaign video, which serves as a dramatic expression of human connection being a catalyst for change. Not only is it the first time we have featured real style advisors in a spot, but it’s also an ode to the vitality of their relationships with our customers and commitment to supporting each one in this new era by consistently providing personal and inspirational experiences.”

The campaign film is now live on the brand’s homepage and social media accounts as well as various media including fashion magazines, paid social and streaming platforms such as Hulu.

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