Macy’s | 2024 Holiday Campaign
We teamed up with MONO and director Stacy Wall to bring Macy’s 2024 Holiday Campaign to life. The idea was anchored by a series of spots featuring Alison Brie as the personified version of the Macy’s Gift Guide as she and her assistant whimsically took us through their retail wonderland.
Meet the Gift Guide
Something’s Happening
Gifts Can Talk
Besides helping to turn the set into a magical holiday haven, we had to help figure out how to showcase the products, which weren’t going to be finalized for each spot until days before release. This involved isolating around 100 different options for products that had been shot on blue screen and building a digital podium & alcove setup that could be tailored to feature virtually any product lineup – ensuring they felt like they were in the same space as the Gift Guide.
The commercials were buoyed by a plethora of harder-hitting product-focused ads that rolled out on a weekly basis in the months leading up to Christmas.
Parade Pop-Off
The entire undertaking was capped off with a video to kick off Macy’s Thanksgiving Day Parade, paving the way for Alison to exit her retail world and walk onto New York City’s streets to cut the tape and start the day’s celebration.