Content Strategy | Creative Direction

 

In the spring of 2016, our social media team met with Instagram to evaluate how we could push our brand visuals and tell more exciting stories on the platform. With my leadership, the team developed a strategy called "Everyday Magic" which built upon the branded tagline "The Magic of Macy's." 

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Since then we've challenged ourselves to approach product and content through a highly conceptual, storytelling lens that asks "What story can it tell?" "How can it suprise and delight?" "What else could it be?" By giving unexpected twists to everyday products, upping our prop game and capturing magical moments at Macy's events and around the city,  we strive to create  an ongoing series of everday magic.