Tourism Campaign
Macy’s used to run a robust ad campaign designed to draw tourists to flagship Macy’s stores across the country. The ads ran in regional magazines, visitor centers and tour guidebooks. For years the company had been using a set of cute illustrations for each city, but they were in need of a glow-up to match the new fashion-forward Macy’s identity. We came up with the idea of shooting models interacting with giant cut-outs of the illustrations. It kept some continuity with the past but brought new life and whimsy to the campaign. This was the first photo shoot I fully art directed, so it will always have a special place in my heart.
Role: Concept, photo art direction, design
