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 series, which presents a diverse mix of sizes and body shapes by featuring real women fashion bloggers instead of swimwear models. The relatable 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 hold an informal poolside panel and 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.
Dewey Nicks remarks, “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.”
“The shoot required portrait and fashion photography, content for social media, interviews, round table discussion and fashion forecasts, and all had to visually connect. 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.
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.