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 launching a brand new account for Macy's Men.

 

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 shoes. 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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Using video, gifs, layering techniques, polaroids and more, we produced 18 pieces of content for the 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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