Macy's Encourages Women to Find Their Beauty
Macy’s has launched a new online campaign that showcases how inner and outer beauty can align to create a feeling of empowerment and confidence.
The “Deeper Beauty” campaign, is a celebration of every woman, everywhere. It is led with a :60 anthem spot featuring an original poem written by Pavana Reddy.
The spot ends with the theme of the campaign, “Find your beautiful, inside and out.”
Also included is a five-part longer form interview series hosted by writer Heben Nigatu.
The video sequence follows the stories and deeper meaning of beauty of five different inspirational women, including an acclaimed chef, designer, artist and entrepreneur, software developer and film director. Each speaks candidly on their routines and what role beauty plays in their lives.
The campaign, created by BBDO New York, debuted on Macy’s YouTube page and social channels this week.
The series can be viewed here.
Creative Agency: BBDO New York
Art Director: Sho Matsuzaki
Executive Creative Director: Danilo Boer, Marcos Kotlhar
Chief Creative Officer: David Lubars (Worldwide), Greg Hahn (NY)
Content Manager: Lucy Bennett (influencer)
Senior Director: Corey Cirillo
Assistant Account Executive: Maddy Bell
Senior Project Manager: Noreen Masih
Production Services Director: Jessica Nugent
Communications Planner: Julie Naidu
Music Producer: Julia Millson
Business Affairs Manager: Heather Weissman
Planning Director: Yin Chung (Group)
Senior Designer: Michele Angelo
Account Managers: Justin Perrelli
Executive Producer: James Young
Production Company: BBDO Studios
Executive Producer: Traci Carlson, Richard Peete
Director: Eli Born, Lizzy Sanford
DOP: Eli Born
Line Producer: William Crouse
Head of Production: Michael Gentile
Edit Company: BBDO Studios
Editor: Ed Yonaitis, Ryan Dickie
Edit Assistant: Carlos Perez/Jasmine McCullough
Producer: Tyler Byrne
Executive Producer: Traci Carlson
Post Production / VFX
Colour Producer: James Reyes, Jay Tilin
Audio Post Production: Fall On Your Sword
Sound Mix: Tommy Stang
Digital Production Company
Colourist: Nat Jencks