ART DIRECTION & DESIGN - CREATIVE DIRECTION UNDER MARK FIGLIULO
To replace the iconic campaign "THE MAGIC OF MACY'S" FIG created CELEBRATE.
The Celebrate campaign was all about every day's little victories, the small things that make each day special.
Beyond typical campaign assets, we proposed starting a monthly magazine to be mailed monthly to Macy's 400,000+ cardholders and available in store. Instagram would feature additional content and celebrity editors and contributors. This would help transition Macy's from a historic department store into a modern lifestyle brand.
To expand on the Celebrate campaign, Macy's than asked FIG to create a video to help their new CEO make the announcement of their new brand platform: MAKE LIFE SHINE BRIGHTER.
The video features real Macy's employees from all walks of life, from a store manager to a fashion merchandiser to an IT guy to the CEO himself, all giving their answer to "How do I make life shine brighter?" Everyone is shown on the same level to show how the wide variety of roles at Macy's come together to make their customers feel special.
This video was filmed at the Macy's Parade Studio, a New Jersey warehouse center, and before dawn in the empty, iconic Herald Square store.
CREATIVE DIRECTION UNDER SPENCER LAVALLEE
And then, because Macy's is dedicated to making the holidays shine brighter, we created a variety of work to bring the Celebrate campaign to several touchpoints for the Macy's customer throughout the season.
