Macy's: advert-body-2 by BBDO New York
- Location:
Macy’s Beauty is helping customers look and feel their best in their own skin and adopt the hottest trends with a new series of online videos titled ‘Deeper Beauty.’
The campaign aims to encourage women everywhere to ‘find your beautiful, inside and out’ and celebrates every varied expression of beauty through stories and videos that tell the honest experiences of different women today.
The new online campaign, produced by Macy’s agency BBDO New York, showcases how inner and outer beauty can align to create a feeling of empowerment and confidence. A release states that the campaign is “driven by Macy’s belief in the embrace of all types of beauty,” and it “reminds women that true beauty is more than skin deep – it is about overcoming judgment, accepting oneself, and being inclusive of all expressions and routines, no matter how minimal or bold.
Led with a 60-second video featuring an original poem written by Pavana Reddy, the campaign includes a five-part longer-form interview series hosted by writer Heben Nigatu. The video sequence follows the stories and deeper meaning of beauty from the view of five different women, including an acclaimed chef, designer, artist and entrepreneur, software developer, and film director, who all speak candidly on their routines and what role beauty plays in their lives.
Credits
Agency: BBDO New York
Client: Macy’s
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Danilo Boer
Executive Creative Director: Marcos Kotlhar
Associate Creative Director: Kat Kvas
Art Director: Sho Matsuzaki
Senior Designer: Michele Angelo
Senior Project Manager: Noreen Masih
Executive Producer: James Young
Junior Producer: Danielle Lukacs
Music Producer: Julia Millson
Business Affairs Manager: Heather Weissman
Influencer Manager: Lucy Bennett
Production Services Director: Jessica Nugent
Group Planning Director: Yin Chung
Communications Planner: Julie Naidu
Senior Director: Corey Cirillo
Account Manager: Justin Perrelli
Assistant Account Executive: Maddy Bell
Production Company: BBDO Studios
BBDO Studios Lead: Michael Gentile
Director: Eli Born, Lizzy Sanford
Director of Photography: Eli Born
Executive Producer: Traci Carlson
Executive Producer: Richard Peete
Line Producer: William Crouse
Editorial Company: BBDO Studios
Editor: Ed Yonaitis, Ryan Dickie
Assistant Editor: Carlos Perez
BBDO Studios Lead: Michael Gentile
Assistant Editor: Jasmine McCullough
Executive Producer: Traci Carlson
Producer: Tyler Byrne
Color Company: Goldcrest Films
Colorist: Nat Jencks
Color Producers: James Reyes, Jay Tilin
Audio Company: Fall On Your Sword
Mixer: Tommy Stang