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Macy's Encourages Women to Find Their Beauty

'Deeper beauty' campaign by BBD NY, celebrates woman around the world and features an original poem written by Pavana Reddy

 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.

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Advertiser: Macy's

Creative Agency

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

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