Macy's: The Chase by BBDO New York

Client: Macy's
Date: Mar 2018
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With spring almost here, Macy’s is launching a new campaign in celebration of the season’s best fashion and moving women to do more than just dress to look their best. The advertising encourages them to dress to feel inspired, to feel empowered, and find their most remarkable self.

A 90-second TV spot (and accompanying 30-second version), created by Macy’s and new creative agency partner, BBDO New York, tells the story of six different women who are startled when they are faced with another better dressed version of themselves. To drive this story, the film is accompanied by an orchestral score of Blondie’s hit song One Way or Another each of these women chase their alternately styled selves. In doing this, the lyrics of the song are turned into a statement sung by each woman as they engage in their chase. The film ends with a call to action: “Find spring fashion. Find the remarkable you.”

Supporting the television/online film will be a social media effort. An Instagram Live hack will take place on March 14 at 7pm. The livestream is being co-hosted by Cassandra Jones, Macy’s vice president of fashion and digital strategy, and Wendy Nguyen (a fashion blogger) of Wendy’s Lookbook. The program will be streamed live on Instagram and will “hack” the platform’s feature that allows two users to be live together at the same time. During the live stream, various participants will have an opportunity to bring an item that they want help styling. Macy’s Fashion Office and Wendy will help participants complete the perfect look and find their own ‘remarkable you.’


Agency: BBDO New York

Client: Macy’s

Title: The Chase

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: Cesar Finamori

Associate Creative Director: Roberto Danino

Associate Creative Director: Joao Unzer

Associate Creative Director: Kathryn Kvas

Senior Project Manager: Noreen Masih

Executive Producer: Dan Blaney

Business Affairs Manager: Nancy Espinal

Director of Music: Rani Vaz

Group Planning Director: Lindsey Gonnella

Communications Planner: Julie Naidu

Senior Director: Corey Cirillo

Account Director: Lauren Munilla

Account Manager: Justin Perrelli

Account Executive: Clare Driggs

Assistant Account Executive: Maddy Bell

Production: MJZ

Director: Nicolai Fuglsig

Line Producer: Laurie Boccaccio

Executive Producer: Emma Wilcockson

Director of Photography: Greig Fraser

Assistant Director: Adam Somner

Production Designer: Jahmin Assa

Editorial: Work

Editor: Rich Orrick

Assistant Editor: Theo Mercado

Executive Producer: Erica Thompson

Post Production / VFX: Blacksmith

VFX Supervisor: Daniel Morris

2D Lead: Daniel Morris

2D Artist: Chris Memoli

2D Artist: Youngjae Lee

Rotoscoping: Trace VFX

Executive Producer: Charlotte Arnold

Producer: Alexa Mauro

Music: Sound Tree

Arranged and Produced by: Luis Almau, Peter Raeburn, Luke Fabia

Sound Tree Producer: Jay James

Vocal Coach: Kyra Selman

Final Mix: Sonic Union

Mixer: Steve Rosen

Sound Designer: Brian Emrich

Final Grade: Tom Poole @ Company 3

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