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The very idea that social and digital media could function as vehicles for users to interact with their favorite brands on a deeply personal level had barely entered its infancy when we intuitively picked up on the vibe that something big was at hand. Leading the creative team into new territories, the troops descended upon multiple floors of the Macy’s NYC store capturing everyday magic on film. As fast as you can snap a pic or vid and post it, the random act of fun and spontaneity turned into a fully developed department. Designers, content creators, writers and photographers joined forces to create a look, feel and social voice that helped establish and spread Macy’s presence, grow its followers, and deliver compelling stories across social media channels, a dedicated Macy’s blog and exclusive digital platforms.

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