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Icontent's Douglas Sloan Directs Macy's

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Spot & long-form film comprised entirely of user generated content

Icontent's Douglas Sloan Directs Macy's

Douglas Sloan, Director/Founder of iContent, the New York-based based production company for films, TV commercials and branded online content, directed Macy’s American Icons campaign. The thirty-second TV and long-form film for Macy’s represents the retailers first foray into user-generated content. 

In addition to the :30 ad and long-form film, Sloan and Icontent were also charged with creating the micro-site, social media outreach, creative, copy, music direction (a custom arrangement of James Brown’s hit “Living In America”), editorial and finishing -- all completed in just five weeks. Executive Producer Tania Sethi headed up the digital efforts collecting all of the video submissions.


View the spot here.

"The interesting part of the project was creating a shot list and seeing the interpretation from a multitude of ‘shooters,’” Sloan says. “The challenge for me was creating a spot that communicated the ‘by the people’ concept while simultaneously staying on-brand. “It was a different, fresh thought process that was a lot of fun for everyone involved"

Also worth noting is a re-edited short film directed by Sloan profiling fashion icon Tommy 
Hilfiger that can be seen in the “Featured Designers” section of Macy’s American Icons website ( .


Client: Macy’s
Project: American Icons campaign

Production Company: Icontent, New York
Director: Douglas Sloan
Executive Producer: Tania Sethi

Editorial: Homestead Edit, New York
Editor: Charly Bender

Music House: Rumble, Minneapolis 

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