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Target Swimwear's "The Perfect Fit"


Monday, Aug. 3, 2015


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Legendary director and photographer Dewey Nicks helps Target make a splash with the empowering new swimwear campaign “A Fit For Every Body.” Nicks helmed both the print and motion elements of the body-positive series, which presents a diverse mix of sizes and body shapes by featuring real women fashion bloggers instead of swimwear models.  The relatable everywoman approach has resonated with viewers, with the campaign reaching over one million YouTube views to date. In the sunny centerpiece spot “The Perfect Fit,” Roberts Rassi holds an informal poolside panel with bloggers Nashelly Messina of Fabulatina, Nikki Minton of My Style Diaries, Sarah Boyd of Simply Stylist, and Chantè Burkett of Everything Curvy and Chic. Roberts Rassi asks each woman to identify her favorite physical feature as well as her most challenging area before breaking down the certain styles and cuts that will best flatter each of their assets.


Client: Target

Project Title: “A Fit For Every Body”

Creative Director: David Richardson
Associate Creative Director: Alyson Frahm
Art Director: Maddy Furlong

Production Company:  Concrete + Clay
Live Action Producer: Michelle Stark
Director: Dewey Nicks
Director of Photography: David Wilson                                        

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