TJ Waxx

TJ Maxx

We wanted to do something big and stunty for TJ Maxx on social that they’ve never done before - participate in the April Fools fun. So we pranked our candle-loving followers that TJ Maxx was officially rebranding to TJ Waxx - where she can spend even more hours in sniffing every scent in the candle aisle.

 

The Rollout

  • Updated TJ Maxx's profile pictures and bios across IG and Threads

  • Posted an IG carousel highlighting our new logo and some fan-favorite candles

  • Posted a meme on Threads introducing our rebrand

  • Engaged with brand fans across platforms to sustain excitement

Results

The comment section blew up immediately with candle lovers expressing their excitement, april fools fans applauding the social stunt, and even had a couple of people who admittedly fell for our prank!

We garnered over 10.6k likes and 275 comments, doubling our engagement and impressions benchmarks.

The prank was even covered by Parade Magazine (24.4M UVM) as one of the best April Fools’ Day pranks from brands this year, alongside Dunkin’ Donuts, Sweetgreen, and more

“These Unhinged Brands Pranked Us With Some of the Best April Fools' Jokes”

My creative role on this project:

  • Ideated creative concept and led production

  • Art directed photography at studio and in-store

  • Art directed and oversaw designers and editors

  • Hand modeled in hero assets

Client: TJ Maxx | Agency: Edelman | Creative Team: Laura Walsh, Josh Ayala, Chi Chuang | Creative Oversight: Dan Licht | Producer: Nate Millado, Roy Kim