Macy’s Backstage

social media

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

As the Social Media Art Director at Macy’s, I drove impactful product storytelling through strategic image-making, maximizing results on a tight budget. I played a pivotal role in launching Macy’s Backstage, spearheading efforts to adapt the iconic retail brand to a rapidly evolving market. I led the direction, design, styling, and production of all still and lifestyle photo shoots for social media, crafting a distinctive visual identity that set us apart. These images showcase the unique aesthetic I created, delivering powerful brand narratives. 


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