Macy’s: Spring Content Refresh

Role: CD | Creative Manager

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Project Overview: 

I was tasked with refreshing the brand's seasonal content to align with a new initiative aimed at capturing the attention of a younger audience. The challenge was to create an engaging campaign that felt modern and youthful, without alienating Macy’s core customer base or diminishing the brand’s heritage. This required a fresh creative strategy that bridged data-driven insights with visually compelling and innovative storytelling.

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Creative Strategy:

• Consumer Connection: Turned data into creative inspiration, identifying what younger shoppers actually wanted to see (hint: less boring, more bold).

• Content Innovation: Shifted from traditional, static imagery to scroll-worthy motion graphics, editorial-style photography, and short-form video.

• Team Leadership: Mentored and put together a new talented team, helping them execute a campaign that looked like it had a million-dollar budget—even when it was much much less..

Execution:

• Adapted quickly to shifting feedback from leadership while protecting the integrity of the creative vision.

• Designed scalable processes for producing high-quality creative assets. 

• Tested and optimized content across platforms to find the sweet spot for engagement and storytelling.

Results:

• A younger audience started noticing Macy’s again, proving you can teach an old brand new tricks.

• Engagement on digital and social platforms climbed, while streamlined processes kept the team energized and efficient.

• Macy’s digital presence got a major refresh, creating a solid foundation for future campaigns aimed at younger consumers.