Macy’s Backstage

social media

• creative strategy
• art direction
• set design
• set production
• photography

As the social media art director at Macy’s, I told strategic product stories through image-making (on a shoe-string budget). I was among the founders who launched Macy’s Backstage, an enormous effort to help the American heritage retail giant cope with a rapidly changing retail landscape. I directed, designed, styled and produced all still and lifestyle photo shoots for social media, creating a one-of-a-kind aesthetic. This is a sample of the images I created. 

︎ Click here to learn more about the creative strategy, image-making process and constraints.