The Magic of Spring Fashion/branding campaign . Spring 2008
The assignment: Bring “The Magic of Macy’s” to life through spring’s top trends. Directing a freelance designer, I worked with our VP Creative Director and our corporate creative team to develop this campaign. We paced the book to include trend sections, celebrity interviews, and “side trips and surprises” — unexpected layouts to showcase key items and designer quotes. I wrote the lead editorial and set the tone for the season’s fashion and branding copy, as well as interviews with Michael Kors, Kenneth Cole and Jessica Simpson.
Direct mail book, cover and opening spread
Vivid view
Strong shapes, bold colors. The brighter, the better. You’re full of uncommon ideas.
Trend spread
things we love about spring
Bold patterns, bold strokes. Looking ahead. Flowers, flowers everywhere. In vivid color. Something new from head to toes. A really good jacket. Jumping for joy. Playing with light. Side trips and surprises.
Side trips and surprises
What Makes You Happy?
Fashion/branding campaign . Fall 2005
Happiness. It’s personal, intangible, essential. Our creative team was given the theme for Macy’s seasonal campaign, to be photographed by Peggy Sirota. From there, we developed the overall look and feel, concepting the prototypes for all media (direct mail, magazine, newspaper, instore) for the corporation. I wrote the lead editorial and all fashion trend copy for both the ready-to-wear and men’s markets.
W hat makes you happy? So many things. Like changing the world. Changing attitudes. Changing your clothes. P icking up the pieces. P utting them all together. R unning the race. Setting the pace. H earing it first. Seeing it clearly. M aking it happen. Sometimes it’s the big picture. Sometimes it’s the little things. Either way, it’s OK.
You always knew you’d go far.
Some days you’re living a dream. Some days you revel in the moment. You appreciate the finer things in life, and it shows.
The farther, the more exotic, the better. Roam if you want to, and set your spirit free.
Direct mail book, cover and opening gatefold
Trend spreads
Way to Shop! Macy’s relaunch . Fall 2006
Having expanded coast to coast, Macy’s relaunched its brand as America’s favorite “way to shop.” To the beat of “Dancing in the Street,” the campaign began with a direct mail book then branched into all media. Along with my senior designer and our VP Creative Director, I worked on all aspects of the campaign, from the big picture to the details, fine-tuning and communicating the design guidelines to the corporation. I wrote the lead editorial as well as all trend editorial for all media.
FOLK TALES
Old world, new attitude.
Direct
mail book, cover and opening spread
BLACK
ROCKS
There’s a new sensation across the nation.
Now you can find us coast to coast in more than 800 locations, from the city to the suburbs to macys.com.
I t’s Macy’s way to shop –and it’s new all over again.
In-store signage
No matter the mood, it never misses a beat.
Words to Shop By: Black on Black
So dramatic. So patently persuasive. The more you wear, the more you want. More power to you. Which of course is the whole pointof wearing it. Wrap your mind around the magic of black.
National magazine insert, inside spread
Rebranding campaign . September 2006
The Impulse department in Macy’s West was the best of two worlds: where department store meets boutique. We just needed to tell the world. Our rebranding project was head-to-toe: create a new icon, redesign the floor, reformat the advertising and packaging, explore new media, and enhance special events. We listened to the focus groups and our buyers, emerging with a hip new look and the shopping experience to go with it. I drove the creative process, developing the icon with a freelance designer, contributing to the media strategy, and writing the tagline and editorial copy.
Postcards with belly band and
Scarf dress for instore fashion show (scarf created as gift with purchase)
email with rotating gifs
What would you say if the next pair of jeans you tried on fit like a dream? Heaven, right? Studies have shown it takes 20 pairs to find one that does justice to your “amazing-ness.” OK. I totally made that up. But if you need help finding the jeans that fit you best, go to Impulse. Because not only do they have the denim you want… they have people. People who make it a lot simpler. They call them specialists. I call them geniuses. Impulse at Macy’s.
:30 radio spot
Shopping bag
Kiosk
How do you know you’re a Shoe Diva? If you have to ask ...
The Macy’s West Shoe Diva program targets the fashion-forward customer with seasonal direct mail pieces and popular instore events. Concepted by our Creative Director of Photography, the books were written and produced by my New Media staff. Also shown is a demo radio spot I wrote (MP3 file of produced spot available).
There’s magic in spring. The world is transformed. Fresh colors appear.
Flowers unfurl.
Wildlife awakens.
And the sun stays out longer to watch it all happen.
Shoe Diva Spring 2008
Your best friend asks to borrow your new shoes. You say... excuse me?
How do you know if you’re a true shoe diva? Take the quiz:
Which comes first: the shoes, or the outfit?
Shoes, of course.
You never met a stiletto you didn’t like. And the question is …?
3” heels are your sensible shoes.
When it comes to black pumps, all you need is one basic pair. Seriously?
You have more shoes than there are days in a month. Uh...yeah.
You think Cinderella is ... so lucky to find her Prince Charming, or kind of crazy, because who leaves behind a shoe like that?
If you were Dorothy, you’d click your heels and find yourself ... in the shoe department.
A true shoe diva’s path always leads to Macy’s. The latest trends, the hottest designers, all in one place. Isn’t it good to be home?
SHOE
Online Multiple campaigns
As the first Macy’s division to implement an email marketing strategy, Macy’s West built an online audience of over 1.8 million customers who accepted invitations to receive our weekly communications which included links to microsites, special offers and fashion trend podcasts. In addition, we developed homepage promotions and banner advertising for 3rd party online news provides and newsletters.
email and homepage with clickthrough to shoe podcast
email and homepage with clickthrough to denim how-to podcast
email and homepage with clickthrough to pdfs with travel planning tips for different destinations
Beauty Multiple campaigns
What makes us different makes you beautiful. That was the positioning statement I wrote to define Macy’s as a beauty authority. As part of the lead division for the cosmetics and fragrance creative campaigns, I collaborated with my senior designer and our VP Creative Director to showcase knowledge of trends, educate the customer, emphasize breadth of product, and show diversity in our demographics. We also did extensive work on vendor guidelines.
TOOLS
You have skills. We’ve got tools. Go from work-in-progress to amazing.
TIPS
Challenges. Issues. The blahs. We’ve got something up our sleeves. Go on. Work your magic.
Great brands, innovative products, expert advice. At Macy’s, we take the best of all worlds to create your premier beauty resource.
Your beauty is our business. What’s your color? What’s your scent? How can you refresh and renew your skin? You have questions, we have the answers.
We have a point of view about what’s right for you. That’s what makes us different. And what makes us different makes you beautiful.
What makes you happy? So many things. Changing the world. Changing attitudes. Changing your clothes.
Picking up the pieces. Putting them all together. Waking up safe. Going to sleep warm. Opening the gifts. Not counting the candles. Sometimes it’s the big picture. Sometimes it’s the little things. Either way, it’s OK.
