Remarkable Shot
Macy's
Issue 48 | September 2018
Agency
BBDO New York
Creative Team
Chief Creative Officer BBDO Worldwide: David Lubars Chief Creative Officer BBDO New York: Greg Hahn Executive Creative Director: Danilo Boer/ Marcos Kotlhar Associate Creative Director: Gabrielle Attia Art Director: Sho Matsuzaki Junior Art Director: Brian Kim
Production Team
Agency Producers Director of Integrated Production: David Rolfe Senior Producer: Andrew Osborne Junior Producer: Danielle Lukacs Production Company Production Company: BBDO Studios Director of Photography: Andrew Ellmaker Producer: AJ Rowe Line Producer: Brendan McHugh BBDO Studios Lead: Michael Gentile
Other Credits
Group Planning Director: Yin Chung Planning Director: Liz Simons Account Team: Corey Cirillo/ Justin Perrelli/ Clare Driggs Influencer Manager: Lucy Bennett Editorial Company: BBDO Studios Editor: Alex Lubars Producer: Luke Butler
Date
June 2018
Background
Macy’s wants to establish itself as a fashion authority in a new and unique way. The brand believes that fashion should not be an unattainable temple as it is perceived by many people, but rather, should be accessible to everyone.
Idea
An Instagram brand experience was created that allowed every Macy’s follower to take part in the glamourous world by turning their screen grabbing habit into a fashion skill. A shoot was organized with four different sets, a glam team, and two models. The only thing missing was a photographer. That’s where the viewers came in. The brand filmed the models posing on set and posted the videos on Instagram stories. The viewers could then use the screen capture tool on their phones to become photographers and take the most remarkable shot. The winning shots were featured as a social campaign along with the handles of the “fashion photographers” who captured them.
Results
Everyday people were engaged and given a permanent place in the fashion world. In just one day, around 11,500 “photographers,” were gathered and the winning shots were featured as Macy’s summer fashion social campaign.