Nordstrom
Made to Last

Creative Director / Director:
Annalise Yuri Murphy

Agency
Tag, Merkle

Production Company:
Durable Goods

Director of Photography:
Michael Lopez

Art Directors:
Steph Miller, Guido Gelina

Made to Last is the debut national campaign for Nordstrom’s flagship private label, NPG.

Built with an intimate internal dialogue, Made to Last directly mirrors the physical attributes of the wardrobe with the emotional resilience of the woman wearing it. Our shots stayed grounded in the life of working women, framing a story of quiet moments amongst the chaotic streets of New York City. . A women-first narrative that moved past seasonal fast-fashion tropes to honor clothing that works as hard as she does.

Script

What does it mean to endure?
When life moves fast, 
What inside will hold us steady?
The power to resist, 
The grace to bend and not break.

Carry me through the storm,
Time will test
But I will not be undone.
To last, is to rise again and again.

I am not fleeting.
I am not fragile.
I am made to last.

A woman in a cream-colored dress and high heels standing on a crosswalk in a city street with tall buildings and a yellow taxi passing by.
A woman with short black hair wearing a sleeveless cream-colored dress, standing in front of a subway train.
Woman in white pinstripe suit standing behind glass doors, with hands pressed against the glass, in a modern office building.
A woman with short black hair and earrings standing in front of a gray tiled wall, wearing a black blazer and black top.
A woman with dark hair and deltoid earrings lying on a dark textured surface, looking directly at the camera.
A woman with black hair wearing a sleeveless cream-colored dress standing outside a glass building, looking up with her right hand on her hip.
A woman with curly black hair wearing a beige pinstripe suit and open-toe sandals walking past a glass building entrance at night.
A woman in a long red dress standing on a crosswalk in a city with tall buildings and a yellow taxi cab passing by.
Close-up of a woman with curly hair and makeup, looking confidently into the camera, with a cityscape blurred in the background.
A woman leaning against a wall wearing a black blazer, black top, light blue wide-leg jeans, and high-heeled sandals.
A woman leaning against a wall wearing a black blazer, black top, light blue wide-leg jeans, and high-heeled sandals.
An outdoor digital billboard displaying an advertisement for Nordstrom featuring a woman in a white pinstripe suit, standing inside a modern glass building in an urban setting with cars and pedestrians on the street.
Portrait of a confident woman with curly hair wearing a beige blazer and jewelry, standing outdoors.
A woman wearing multiple gold bracelets on her wrist, dressed in a light-colored sleeveless top.
A woman in a white sleeveless dress and black wedge sandals walking past a glass building with reflections of city buildings and trees.
A woman with dark hair, wearing a black sleeveless top, jeans, and a gold bracelet, standing against a beige tiled wall, with one hand near her chin and the other crossed over her waist.
A woman with curly dark hair, wearing a maroon tank top and gold layered necklaces, standing outdoors against a gray stone wall.

Leading Creative Pitch, Development, Execution

Worked with the Nordstrom Media Network and Dentsu’s Merkle, to conceptualize ‘Made To Last’ campaign.  From strategic insights for a women’s audience 18-40 we targeted a busy and careful buyer that prioritizes quality and flexibility.  With their wardrobes, we brought this into perspective by capturing timelapses and an ever moving city. The campaign produced images for social, 3 large OOH signs, in-store retail signage, and a CTV digital commercial.

A collage of women walking and standing on city streets in urban environment with tall buildings, during daytime.

Swipe + Mocks

A storyboard sequence showing a woman walking into sunlight, exiting a revolving door, stepping onto the sidewalk, and being observed through various camera angles with cityscape backgrounds, including a shot of her in motion with cars and pedestrians passing by.

Storyboards

A group of people on a film set in an urban city, with some operating camera equipment and others standing around, with tall buildings and street signs in the background. Directed by Annalise Yuri Murphy.

Directing on Set

Annalise Yuri Murphy

annalise@yurinyc.com

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