It's a new day for T.J.Maxx as they catapult into a more elevated look, feel and ethos. Our new campaign, "You to the Maxx," empowers our consumer to be unapologetically herself—no holds barred, no permission needed. Our modern design refresh breathes new life into the familiar with powerful, ownable X graphics and motifs. And we launch it all with a new spot, "Who Do You Think You Are?" which turns a judgmental question into an opportunity to be your boldest, most badass self. With fearless female leads, Demi Lovato's "Confident" track, and bombastic vignettes of empowerment, our film makes an entrance in a category that could use a little shaking up. With supporting social and OOH, you'll soon see it's not the T.J.Maxx you're used to—but it is the T.J.Maxx you won't soon forget.