Strategic Creative Direction & Execution

Millennial Campaign

Seasonal campaigns targeting the millennial demographic, a then-emerging spending segment for Macy's home category.

• Leading the creative team
• Directing national direct mail creative
• Producing photoshoots
• Designing social media assets
• Developing in-store signage
• Creating outdoor advertising and NYC Subway takovers

Results
Captured a new, maturing customer base reaching peak spending power, requiring campaigns that spoke to them through both visual style and messaging tailored specifically to this generation.