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Macy’s A+ Style Collection Makes School Time Shine in New Campaign

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Spot directed by Partizan's Skinny inspires parents to shop for back-to-school fashion, beauty and home essentials

Macy’s A+ Style Collection Makes School Time Shine in New Campaign
This fall, Macy’s is helping kids kick off the school year in high style. It’s students’ time to shine while rocking the top trends in fashion and beauty and decking out dorms with stylish and cosy home essentials. Finding the hottest items requires no homework with Macy’s Presents The Edit, featuring the top back-to-school picks by Macy’s Fashion Office. Time to Shine brings the thrill of resuming classes to life in a campaign where students showcase their incredible talents while sporting the very latest in eye-catching, bold fashion that reflects their personalities.

“The start of a great school year begins with the excitement of back-to-school fashion,” said Cassandra Jones, senior vice president of Macy’s Fashion. “With our incredible assortment of fashion-forward styles, beauty and even dorm furnishings and basics, we want to give students a time to shine, helping them look and feel their best while boosting their confidence in and out of the classroom.”

As the return to class approaches, Macy’s is showing its back-to-school spirit with powerful and fun campaign spots, Time to Shine, showcasing students rocking the latest trends while tackling academics, athletics and the arts, reminding us that confidence makes us effortlessly cool this school year. Featuring incredible styles for every school occasion, the spot’s soundtrack features the electrifying and catchy All Eyes On Us (Ou La La La) song by NVDES, and can be viewed across Facebook, Snapchat and Instagram. Produced by advertising agency Major Behavior, LLC and directed by Skinny @ Partizan, the campaign began airing in July.

An award-winning directing duo, SKINNY stand at Partizan’s vanguard thanks to their signature blend of stylish realism and cinematic storytelling. Their ability to tell authentic, engaging stories has made them a go to for brands and artists looking to connect with young audiences. The breadth of their vision is on full display in their successful ad campaigns for leading brands (Absolut, Lipton, Longchamp, Garnier) & iconic music videos for renowned musicians (CeeLo, Ke$ha, Tiesto, Devendra Banhart, Fun). Their distinctive work has been celebrated everywhere from Saatchi & Saatchi’s prestigious New Directors’ Showcase to the Hammer Museum to the SXSW film festival to the pages of New York Times, Rolling Stone, and Shots.
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Post Production / VFX

Colour Company: Carbon

Colour Producer: Pamela Heller - Producer (NY)

Offline

Edit Company: Whitehouse Post

Editor: Charlie Harvey

Client

Advertiser: Macy's

Marketing & Engagement Director: Jim Reath

Brand Director: Tracy Brennan - Director of Private Brands Creative & Fashion Photography , Audrey De Shong

Production Company

Production Company: Partizan

Executive Producer: Lisa Tauscher (Managing Director)

Director: David Hache/Marc-Eduoard Leon

Producer: Vincent Oster

Director of Photography: Starr Whitesides

Production Designer: Coryander Friend

Creative Agency

Creative Agency: Major Behavior

Producer: Maria Xerogianes

Brand Marketing: Sara A. Holmgren (VP, Integrated)

VP, Video Production: Joe Civitillo

Founder: Ken Erke

Genres: Music & Sound Design, Visual VFX, People, Fashion & Beauty

Categories: Clothing and Fashion, Day Wear

Partizan USA, Mon, 06 Aug 2018 10:45:07 GMT