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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Working in conjunction with merchants, Macy's Fashion Office and our own social strategists, we developed content calendars that tapped into culture and fashion. Visually, we approached 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 created an ongoing series of everyday magic. 

Creative SVP:
Helane Blumfield

Art:
Julie Sokol, Sharar Bezdad
 

Copy & Content:
Kim LeSpada, Katie Kent, Jenn Picarello 

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