1stAveMachine has partnered with agency Major Behavior to promote the annual back-to-school shopping event for department store Macy’s.

Encouraging Gen Z to feel confident in their own style, the spot was directed by Maxime Bruneel. It aims to capture the children's imagination and embrace the first day of school with Macy’s latest wardrobe and accessories through a seamless mastery of dynamic camera work, choreographed dance numbers, and colorful animated effects.

1stAveMachine partner and executive producer Sam Penfield said: “Major Behavior wanted to make something that would resonate with young people and they knew that the authenticity of Maxime’s work was key."