Macy's Summer

JUNE 2019

            OBJECTIVE Macy’s came to us with the insight that consumers are shopping most in the summer, because of their full itinerary of activities that ramp up during this season: festivals, rooftop drinks, backyard BBQs. To stand out, Macy’s was looking for a new campaign that leaned on R29’s trailblazing thinking and inclusive, celebratory content around our style stories as it relates to season.
            WORK  When it comes to street style, we always look to NYC and LA — but there is so much style to be discovered in-between. 
            We took our audience on a first-to-market digital road trip: a custom contest for readers across the country to tell us their summer stories for an opportunity to be flown to NY, styled by R29 stylists, and featured in a photo shoot.
            ROLE  Creative Direction, Art Direction, Casting 

            CALL FOR ENTRIES
            We received over 3.5K submissions in our Contest Form from R29 readers, making a 5.6% conversion from entry on the page to submission — and 100% positive sentiment overflowing in the comments section of women rallying other women in this opportunity.
            We promoted this contest through influencer marketing. With both influencers and Refinery29 Editors, they created a mix of Instagram Stores and posts to drive submissions to the contest.  

            What we found: 3 real girls from North Carolina, Alabama, and Pennsylvania. We flew them here for a NYC photoshoot experience and told their stories across R29’s channels, including this photo feature.

Art Director, Design: Andreina Carillo
Illustrator: Seung Won Chun 
Fashion Editor: Chelsea Peng
Photo Editor: Isabella Alesci

Photographer: Bec Lorrimer
Stylist: Haley Loewenthal
Makeup: Ingeborb