Framestore - LA
4 months ago
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.
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
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
Categories: Retail and Restaurants , Retail StoresFramestore - LA, 4 months ago