Creative Direction 

 

To coincide with Macy's new initiative of establishing ourselves as "a fashion authority" and the launch of our 2018 spring collection, my team was tasked with completely relaunching our Instagram account and rebranding ourselves in social media. 

 

With the timetable of three weeks, we set to work determining new photography, video and copy approaches. We called upon our partners in the Fashion Office and merchandising to gather samples, accessories and beauty. We partnered with our photo/stylist team to find locations in SoHo and the proper equipment and accessories to achieve more in-the-moment, street-style photography.  

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We produced 18 pieces of content for the women's launch, as well as the Macy's Men's launch, and set the tone for the future of Macy's creative both in social media and for the company.

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