The brand video was the vehicle that allowed for more fully-developed storylines to brim with emotion while shining the spotlight on the designer and exclusive names that were the cornerstone of Macy’s. As SVP Creative Director, I was at the helm from concept to completion leading the creative forces which included internal teams and collaborations with directors, ad agencies, production companies and post-production magic-makers. The partnerships culminated in long form spots and short form films that hit the mainstream with Macy’s signature look, style, sound and feel.
Get Ready For Fall. Directed by Nicolai Fuglsig, the creative collaborators, which included NYC ad agency, Figliulo & Partners, captured the ritual of getting ready on film. Gary Clark, Jr’s Bright Lights music added to the rock ’n roll vibe. The concept focused on the wardrobe pieces that make us look and feel our best and highlighted Fashion Director’s picks that help customers express their personal style.
Skate Mall: Get Ready For Back To School. For one epic night into the early hours of the next morning, Macy’s Herald Square was transformed into a skate park. The takeover by pro skateboarders was captured by cameramen on a literal roll filming flips and grinds and fashions put together by our stylist-to-the-stars. In the partnership with Swell NYC, we made video history. The song, Lovesick by Mura Masa, added a layer of cool to the cutting-edge concept.
Best Year Ever: Back To School. Macy’s styles ruled the world as kids performed power breakdance moves in the classroom and pirouettes in the gym to a pop punk/alternative rock rendition of Everybody Wants To Rule The World by Care Bears On Fire. The collaboration with Carl Byrd & Co. delivered exciting and creative content.
Promotional Brand Videos or Promotional Campaigns. Spearheading the creative, the team boosted promotional campaigns by infusing a fashion aesthetic. Strong graphics, sophisticated styling and camera work mixed with an upbeat, modern sensibility gave motion a new vibe that resonated with customers.