Macy’s reached out with a specific need: How does a heritage company start producing social content at scale and at quality? I was tasked with figuring out what Macy's should look like on each social platform, developing a strategy to bolster the content, and, most importantly, building a team to create this work efficiently in the midst of a global pandemic.

It was a challenging ask, and in a simplified way, here’s what it took: 

  • Asking ourselves, "How do we acquire new GenZ and Millennial consumers?," and putting that plan into action

  • Overhauling and creating brand guidelines that allow for evolution and scalability

  • Defining what our models and talent should look like, which we determined is realistic instead of unattainable

  • Developing a new process within the company that allows creatives to actually make relevant content quickly 

  • Identifying makers and creating a team that can respond to both paid media and reactive organic content on a moments notice, while remaining on strategy

  • Learning to quickly and efficiently pivot a creative strategy during a pandemic

In the month of December 2020, during a pandemic nonetheless, our team successfully acquired 5.4 million new consumers within the GenZ-Millenial base with this new strategy and creative direction. 

Role: Creative Director - Social Publishing


We went from this:

To This:

With a growing appetite for more and more video within social channels, we started to incorporate an 'authentic' video first approach to all our maker process. Making sure the company was staying relevant to the consumer base we were trying to acquire.

Talent needed to be more relatable and feel more 'real'. We started with an exploration in model casting,  reaching out to signed agencies and then diving into street casting. The goal was to have a network of diverse models, including size diversity, and real people who had fun skills or side hustles. 

Some examples of our best-in-class social media content. The content has since been utilized across the company's website for shopping and display ads. We've been able to produce 10x the volume of creative for 1/10th the price. 

© 2021 Max Schwartz