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. Nicks followed up the social media success with the release of his 30-second cut.
With the help of Target stylist and Marie Claire Senior Fashion Editor Zanna Roberts Rassi, these five style mavens take Target’s new collection for a test dive to prove there is a perfect swimsuit for every unique body type just waiting to be discovered.
“I'm always excited to collaborate with Target in-house CD David Richardson,” says Dewey Nicks. “For this particular project, the on-camera talents are all knowledgeable and opinionated style experts, whose conversation was moderated and led by Zanna Roberts Rassi. We knew to make the films successful that it was equally important to cover all dialogue as well as designing exciting fashion images.”
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.
Nicks remarks, “The shoot required portrait and fashion photography, content for social media, interviews, round table discussion and fashion forecasts, and all had to visually connect. Making great photos on a well-lit film set is always much more successful than trying to make a film on a photo set.”
“Basically of it was two days of creating nonstop content including stills with a team of 2 DPs, an amazing vanity and art department, and I was never without a camera myself. It becomes the new definition of teamwork!”
Nicks’ latest work for Target spotlights his talent for combining natural performances with vivid images that pop. His visual stories always feel authentic, fresh and modern – a trademark style that has made Dewey Nicks a household name and the go-to image-maker behind major film and print ad campaigns, particularly in the fashion and lifestyle markets.
Nicks has created the iconic advertising images for brands such as Tommy Hilfiger, Guess, and American Eagle, and his print work has graced the pages of top glossies such as Vogue, Vanity Fair, and GQ, among others. His work in the moving image has been met with the same acclaim, including a DGA nomination for Outstanding Directorial Achievement in Television Commercials.
In 2011, Nicks opened Concrete + Clay, a Los Angeles-based production studio that offers streamlined, integrated services for advertising work across print, motion, and digital media.
View “Poolside Style”: https://youtu.be/17ZrOa9VpYA
