Macy's Celebrates 6 Remarkable Women for Their Different Leadership Paths

In a new ad focused on Macy’s fall collection, BBDO continues its “Find the Remarkable You” campaign by featuring six women from different walks of professional life, yet bound together by their talent, leadership and achievements. The group is impressive, inspiring and highly accomplished. Becky Hammon, an assistant coach for the San Antonio Spurs, may the best-known of those featured. But the inclusion of Tiffiny Blacknell, a working mom and public defender in Los Angeles; Mishaal Ashemimry, an aerospace engineer from Miami; Patricia Valoy, a civil engineer from New York; and Vanessa Beckman, a California 4th grade teacher shows a wide range of backgrounds, expertise and experience. [kickout id="1"] The sixth woman featured, JoAnn Falletta, conductor and music director of the Buffalo Philharmonic and the Virginia Symphony Orchestra opens the 60-second ad. She leads an orchestral rendition of the opening of No Doubt’s iconic song “I’m Just A Girl” before the film launches into a blended montage of fashion and empowerment with Ashemimry’s voice and work interspersed throughout. Similarly to the spot that launched the campaign in the spring, a lot is going on (especially with the audio mix), but it manages to stay on track to ensure the message isn’t lost. Additional video vignettes that contextualize the back stories of some of the participants are a nice extension to the campaign. Hammon, for example, talks about the impact of her leadership saying that: “Being a role model is obviously one of the biggest responsibilities that I have not only to young girls and women, but it's important that little boys see women being capable in their jobs.” [kickout id="2"] A 30-second spot is running on network and cable TV (the 60-second version runs online). Additionally, the brand will have two Instagram Story executions that allow viewers to shop in the app, and includes templates for followers who wish to share their own story. CREDITS: Client: Macy’s Title: Remarkable You Agency: BBDO New York Chief Creative Officer, Worldwide: David Lubars Chief Creative Officer, New York: Greg Hahn Executive Creative Director: Danilo Boer Executive Creative Director: Marcos Kotlhar Associate Creative Director: Gabrielle Attia Associate Creative Director: Ceasar Finamore Art Director: Pedro Sampaio Senior Project Manager: Noreen Masih Group Executive Producer: Dan Blaney Associate Producer: Corie Rosenblatt Associate Art Producer: Lizzy Lehn Director of Business Affairs: Bernadette Naughten Production Services Director: Jessica Nugent Business Affairs Manager: Nancy Espinal Director of Music: Rani Vaz Group Planning Director: Yin Chung Senior Communications Planner: Julie Naidu Senior Director: Corey Cirillo Account Director: Justin Perrelli Assistant Account Executive: Maddy Bell Talent Sourcing: Nickerson Research Susan Nickerson Chris Lutz Jennifer Kilburn Production: MJZ Director: Rupert Sanders President: David Zander EP: Kate Leahy Line Producer: Laurie Boccaccio DP: Greig Fraser AD: Bobby Philips Editorial: Whitehouse Editor: Russell Icke Assistant Editor: Katie Covino Executive Producer: Caitlin Grady Head of Production: Melanie Klein Post Production / VFX: The Mill Creative Director: Gavin Wellsman Executive Producer: Rachael Trillo Shoot Supervisors: Christopher Schroeer, Chris Knight Colorist: Fergus McCall 2D Lead: Siro Valente CG Lead: Emily Meger 2D Artists: Ben Kwok, Alexis Jo, Krissy Nordella CG Artists: Incheol Jeong, Tim Kim, Alek Vacura, Nile Hylton Producer: Anna Borysewicz Music: Artist / Song Title: No Doubt / Just A Girl Music Supervision: Platinum Rye Final Mix:Sonic Union Mixer: Steve Rosen Sound Designer: Brian Emrich Typography Letterer: Alex Trochut

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Macy's Celebrates 6 Remarkable Women for Their Different Leadership Paths

BBDO spotlights an NBA coach, civil engineer, public defender and more

Doug Zanger

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Doug Zanger