FALL 2019 FASHION
For fall 2019, Macy’s tapped into a powerful insight—those 15 minutes one spends in the morning when getting dressed. We’ve all heard it before—when you pull together the perfect look, you look & feel like your best self. And this season, through the featured trends & must-have styles, Macy’s helps women coast to coast express themselves.
Role: Established creative copy direction for fall 2019 women's & men's fashion campaigns.
FALL 2019 men’s FASHION
Fall 2018 Fashion
For fall 2018, Macy's celebrated incredible women and their relationship with fashion. Great fashion empowers, tells your distinctive story & makes you feel confident. And when you look & feel your best, you’re showing the world the most remarkable version of you.
Established creative copy direction for Fall 2018 women's and men's fashion campaigns featuring the Head of Macy’s Fashion Office, Cassandra Jones and Group Vice President, Men’s Fashion Director, Durand Guion.
Fall 2018 creative contributed to comparable sales growth of +3.1% on an owned basis; +3.3% on an owned plus licensed basis.
FALL 2017 FASHION CAMPAIGN - GET READY
For fall 2017 the creative & marketing teams were tasked to challenge the customer's perception of the Macy's brand & their consideration of Macy's as a fashion authority. (No easy feat here!) The teams were also tasked to highlight Macy's as a fashion destination by showing Macy's as a relatable, diverse & credible source for fall fashion through our creative voice & tone.
The creative shown here is the print component of the campaign.
Role: Establish Macy's fashion authority voice throughout the campaign. Editorial copy was written by me and used in digital & video assets as well.
And, here's the creative for the men's fall 2017 fashion campaign. Again, my role was to establish Macy's fashion authority voice throughout the campaign. Editorial copy was written by me & used in digital and video assets as well.
fall 2016 fashion
For fall 2016, I was tasked to come up with a new creative campaign that effectively summarized & communicated all of the different initiatives Macy's proudly stood for & offered customers. There was lots of newness in fashion, a renewed focus on service in stores & let's not forget the new season. In the end, all of the different elements came together & the fall 2016 creative campaign handle was born.
New season. New trends. New must haves. New ideas. New ways to wow you. This is the magic of Macy's.
Role: Established creative copy direction for fall 2016 women’s fashion campaign. All editorial copy written by me. Copy from direct mail piece was adapted for digital & social media assets.
FALL 2016 MEN'S FASHION
Role: Established creative copy direction for fall 2016 men's fashion campaign. All editorial copy written by me. Copy from direct mail piece was adapted for digital & social media assets.
FALL 2014 MEN'S FASHION
In 2014, Macy’s partnered with Fashion Rocks®, a live event from Barclays Center in New York City featuring musical performances intertwined with the world of fashion models & designers, to celebrate the fall fashion season. Between performances by Jennifer Lopez, Magic! & Nicki Minaj, fashion from the likes of Tommy Hilfiger & Calvin Klein were presented. Macy’s was the exclusive retail sponsor behind the fashion at the nationally televised event.
Fall’s coolest trends meet the season’s hottest beats. Only one star shows you how it unfolds. Fashion Rocks!
Role: Established creative copy direction for fall 2014 men's & women’s fashion campaign. All editorial copy written by me. Copy from direct mail piece was adapted for digital & social media assets.
