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With designer collaborations giving rise to capsule collections for the Macy’s I•N•C International Concepts and Impulse brands, specialized partnerships were formed. Consisting of the creative director, the fashion office and designer, the A-teams set out to 1) develop unique and exclusive collections, 2) formulate storylines around the designers and collections, and 3) follow through with 360° campaigns targeting millennials. As SVP Creative Director, I was up for the challenge to develop cohesive, branded creative ideas that evoked the distinctive brand DNA of both designer and Macy’s. Every shoot was strategically planned from set and location to high-profile photographer and designer muse. United in a shared vision, the resulting and powerful teamwork culminated in stunning images that embody the fruits of the team’s creativity + collaboration.
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