Macy's
Featured Macy's projects
This week's top Macy's projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Macy's · Space Station
Macy's brings a sci-fi narrative to life in 'Space Station,' a cinematic video project centered on a high-detail orbital environment. The visual story moves from the claustrophobic, moody interiors of a spacecraft module to the expansive, atmospheric scale of Earth viewed from orbit. The project utilizes intricate 3D render / CGI environments and atmospheric VFX / visual effects to construct its outer space setting. Post-production house Blacksmith oversaw the digital composition and effects, establishing the final look of the spacecraft and the surrounding galactic backdrop.
Project Macy's · Celebrate American Designers Fall 2026
Macy’s celebrates American fashion heritage with this multifaceted campaign, "Celebrate American Designers Fall 2026." The project showcases a diverse ensemble of designers, including Donna Karan, Edvin Thompson, Michael Kors, Sally Lapointe, and Tommy Hilfiger, highlighting the evolution of contemporary apparel through structured tailoring, patterned knitwear, and sleek evening wear. Photographer Scott Trindle leads the visual execution, employing clean, directional studio lighting to emphasize textures and silhouettes. The campaign, which features an extensive cast of models such as Indira Scott and Johannelys Garcia, balances the gravity of a classical group portrait with the intimacy of editorial studio captures. The aesthetic remains grounded and warm, defined by a polished finish and natural light throughout the series.
Macy's · The Moment Before
Anticipation serves as the heartbeat of The Moment Before, a sophisticated retail campaign for Macy's that pivots away from transactional advertising to embrace the emotional weight of holiday preparation. Rather than focusing on the exchange of gifts, the film captures the quiet, tactile intimacy found in the hours preceding a major celebration. Through a cinematic, live-action technique, the narrative flows from the grounding warmth of a kitchen prep session to the polished glamour of sequined evening wear, effectively bridging the gap between domestic comfort and formal grandeur. The visual language relies heavily on soft light and golden bokeh effects to cultivate a sense of nostalgia and seasonal wonder, grounding the retail offering in authentic human experience. Crafted with the creative vision of the team at BarkleyOKRP, the project leans into lifestyle storytelling to elevate the department store experience, transforming everyday preparations into a curated, high-end production. By prioritizing atmosphere over product-heavy imagery, the campaign successfully positions Macy's as an essential partner in life’s most meaningful moments. The result is a seamless balance of aspirational style and relatable emotion, ensuring that the brand remains culturally relevant during the competitive peak season. Each frame operates with purposeful intent, proving that the most compelling marketing often lies in the stillness before the event itself, beautifully rendered through thoughtful cinematography and a clear, emotive creative direction.
Macy's · Macy's Off The Rack
Macy's Off The Rack campaign masterfully redefines the e-commerce shopping experience through a high-energy commercial narrative that celebrates the versatility of modern retail fashion. By moving beyond traditional catalog-style photography, the project leans into a dynamic, fast-paced editing style that breathes life into everyday wardrobe staples. The creative execution, brought to life through the production expertise of Chaos and the visionary creative direction of BBDO, seamlessly transitions from a clean, minimalist retail backdrop to vibrant urban settings and bustling social gatherings. This cinematic live-action technique effectively anchors the apparel in authentic, relatable moments, whether a subject is singing into a microphone or showcasing the latest silhouettes in footwear and handbags. The visual storytelling is further elevated by the technical precision of Space Cowboys Studio, whose post-production and VFX work ensure that every frame—from the sharp cut of a leather blazer to the fluidity of slow motion captures—maintains a polished, high-end feel. By harmonizing lifestyle appeal with a commercial edge, the campaign successfully positions these pieces as essential components for a diverse social life. The result is a cohesive aesthetic that feels both approachable and aspirational, proving that effective retail marketing is as much about the energy of the movement as it is about the garments themselves.
Macy's · Backstage
Macy's 'Backstage' commercial takes an intimate look at the retail machinery behind the brand's expansive holiday preparations. Produced by Partizan, the film navigates the transition between the polished retail floor and the logistical workshop environments. The narrative flows through warehouse spaces and shoe departments, documenting the scale of operation required for large-scale retail displays. Utilising a clean, live-action technique, the film highlights the movement of merchandise and the intricate behind-the-scenes effort that powers the department store experience.
Macy's · Summer´24 Greatest Hits
Macy’s Summer ’24 Greatest Hits campaign leans into the aesthetic of seasonal nostalgia, utilizing candid live-action vignettes to capture the energy of warmer months. The film moves through a sequence of outdoor scenes, from sandy beaches and tire swings to road trips and amusement park rides. Produced by Object & Animal and MONO, with production services by Palma Pictures, the work relies on natural light and handheld camera movements to frame these lifestyle moments. The execution favors a clean, authentic look, prioritising spontaneous interaction over staged artifice.
Macy's · Snow Globe-SC Like Me And You
Macy's holiday promotional video, "Snow Globe-SC Like Me And You," leverages a clean, high-key aesthetic to frame the brand's seasonal narrative. The work centers on minimalist animation, using elegant typography to animate iconic holiday phrases against a bright white background. Produced with creative direction from JWT NY, the piece transitions into a detailed internal view of a miniature snow globe. The project incorporates high-quality sound design by MAS-Music and Strategy, maintaining a consistent focus on a minimalist visual language.
Macy's · A Wonderful Hostess
Macy's brings holiday entertaining to the forefront in 'A Wonderful Hostess', a commercial produced by JOJX with agency Mono. The narrative centers on a festive gathering in a domestic kitchen, highlighting the coordination of meal preparation and the arrival of guests. The spot features a warm, clean aesthetic, utilizing live-action technique to capture candid moments of celebration. The imagery focuses on domestic details, from roasting dishes to a decorated Christmas tree, establishing an inviting atmosphere for the holiday season.
Macy's · OUT[FITS]
Macy’s introduces the OUT[FITS] campaign, a commercial project developed by BBDO New York that captures an outdoor social shopping experience. The film highlights summer fashion through a series of vignettes featuring diverse groups in settings ranging from Central Park to lakesides and beaches. The production leans into a clean, commercial aesthetic, utilizing bright natural lighting and lively pacing to convey a seasonal atmosphere. The narrative incorporates digital shopping integrations and bold typographic framing, highlighting the interaction between open-air activity and retail accessibility.
Macy's · In Dad’s Shoes
Macy’s holiday campaign, 'In Dad’s Shoes,' focuses on a quiet domestic moment between a child and her father. The live-action commercial highlights a young girl exploring her home while wearing her father's oversized dress shoes, eventually encountering him in a hallway setting. The project was developed by agency partners at BBDO New York. The spot utilizes warm, clean interior lighting to ground the narrative in a familial environment.
Macy's · 2023 Spring Style
Macy's 2023 Spring Style campaign highlights seasonal fashion through a series of lively, upbeat vignettes. The live-action commercial captures a range of urban and interior settings, focusing on individuals in stylish attire across various everyday moments. The project features dynamic cinematography with warm lighting, showcasing diverse talent in settings ranging from convertible city drives to night-time outings. The production was developed by agency partner BBDO New York with Landia and Photoplay / Playtime serving as production houses. Post-production and VFX were managed by Apache, while the sound and music composition were handled by Field Day Sound and Yessian Music.
Macy's · Spring Main Character
Macy’s introduces the Spring Main Character campaign, a commercial spot that captures a collection of everyday moments through a lens of confident, upbeat energy. The film moves between urban landscapes, sunlit convertible drives, and curated interior sets to highlight seasonal retail transitions. Execution centers on live-action technique, utilizing cinematic framing and a vibrant color palette to maintain a playful tone throughout. Post production and VFX by Apache provide a polished finish to the visual storytelling, sharpening the transition between the campaign's varied environments.
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