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Macy's Switches it Up for Spring in Latest Campaign

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Framestore's Anh Vu directed the film focusing strong women and mobile shopping behaviour

Macy's Switches it Up for Spring in Latest Campaign

On Sunday, Macy’s debuted its 2020 spring fashion campaign.

Directed by Anh Vu of Framestore Pictures, the film titled ‘Switch It Up’ highlights strong, confident women, and the many ways an amazing outfit from Macy’s helps tie everything together. Inspired by the mobile shopping behaviour of swiping, the spot features a fun, energetic, and highly modern approach to showing how today’s woman gets ready.

Collaborating closely with creative agency Major Behavior, Anh led the team to consider every detail, from the diverse cast of models to their unique environments, giving dimension and value to each character whilst making the clothes shine. The spot emboldens shoppers to wow with new looks and ‘switch it up’ with head-to-toe spring fashion from Macy’s.

Framestore was responsible for post-production on the 30-second spot, which airs across television and digital, as well as supportive content on digital and social.

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Brand: Macy's


Agency: Major Behavior

Founder, Creative Director: Kenneth Erke

Senior Producer: Liz Graves


Framestore Pictures: Production

Director: Anh Vu

Executive Producer: Jennifer Siegel

Head of Production:  Anne Vega

LIne Producer:  Krista Thompson

Director of Photography: Danny Hiele

Post Production

Framestore: Post Production

Executive Producer: Larissa Berringer

Director of Production: David Michaels

Creative Director: Anthony Gibbs

Senior Producer: Cat Pavitt

Compositing Supervisor: Chris Beers

Lead Designer: Will Golladay

Colourist: Beau Leon


Editing: Whitehouse Post

Editor: Alex Hagon 


Music Supervision: Search Party Music

Genres: People

Categories: Retail Stores, Retail and Restaurants

Framestore - LA, Mon, 16 Mar 2020 17:06:43 GMT