Passport Macy’s fashion show/fundraiser . September - October 2008
It began in 1983 as a fashion show in the employee cafeteria, and grew to become a multimillion dollar fundraising spectacular for HIV/AIDS awareness. Passport: Fashion and Compassion is an iconic Macy’s West event which in 2008 partnered with the Keith Haring Foundation. I led the creative team which developed all event advertising, incorporating Haring’s art in the logo, all the collateral as well as three signature pieces of wearable art featured in the campaign and in the runway show.
Event logo
Static for print (above); animated for online use with man running in place (see images at right)
advertising,
Puzzle invitation
Catalog page promoting national theater event, featuring one-of-a-kind wearable art
Stationery
Turn Over a New Leaf Earth Week initiative .Spring 2008
Macy’s West was the lead division in this campaign which needed to have both external and internal momentum, encompassing energy-efficient corporate measures, employee awareness, “green” merchandise and cobranding, as well as community outreach through a partnership with the National Park Foundation. As part of the launch committee, I collaborated on the strategy, creative development and communication of this multimedia campaign, including writing the lead editorial copy. I drew upon partnerships throughout the corporation, from the corporate marketing, media, operations, legal and communications groups to the divisional events teams. Externally, I worked with third party sponsors as well as the freelance designer who developed our logo.
Multicultural and Diversity Marketing Multiple campaigns
Macy’s West was the lead division in driving initiatives for these markets, developing campaigns for the Asian American, African American, Hispanic and LGBT communities. Efforts included print ads, instore signage, microsites, online marketing and collateral for festivals, parades and other sponsored events. The New Media group developed the prototypes and style guides for the corporation.
Tradiciones con Sabor
