Macy's Beautifully Captures the Transition From Winter Drab to Summer Chic

Spring has sprung in the great outdoors. But what about in your closet? Everything seems to come back to life at this time of year—flowers bloom, moods lighten, temperatures rise—and your wardrobe should follow suit, says a new Macy’s ad that (through some nifty special effects) sheds heavy winter clothes and replaces them with summery duds. In “Spotlight,” people wrapped in wool trench coats and snow boots step out of the shadows and into floral sundresses, tank tops and sandals. It’s not only a nice piece of dark-to-light visual imagery, but it’s also perfectly accompanied by Brenton Wood’s earwormy pop classic, "The Oogum Boogum Song." [kickout id="1"] The 60-second spot from BBDO New York uses CGI to show the sun magically transforming people’s dreary buttoned-up clothes into trendy skin-baring outfits, with the tagline: “Find summer fashion. Find the remarkable you.” Along with the hero ad running online, two 30-second versions will air on network and cable TV through Memorial Day. The campaign, which will also span Facebook, Instagram, Twitter and Snapchat, throws out a ray of optimism in an otherwise gloomy category expected to grow between 3.8 percent and 4.4 percent this year, according to the National Retail Federation. That compares to the 10 percent to 12 percent projected growth in online and other non-store sales. Department stores, including Macy’s, continue to shutter their underperforming brick-and-mortar locations and try to reinvent themselves amid the shift to digital shopping. Behemoths like Amazon, in other words, may continue to rain on their parade. But in the meantime, Macy’s is asking you to snap up a few floaty cotton frocks and Bermuda shorts—to brighten its day and yours. CREDITS: Agency: BBDO New York Client: Macy’s Title: Spotlight Chief Creative Officer, BBDO Worldwide: David Lubars Chief Creative Officer, BBDO New York: Greg Hahn Executive Creative Director: Danilo Boer Executive Creative Director: Marcos Kotlhar Associate Creative Director: Kathryn Kvas Senior Project Manager: Noreen Masih Executive Producer: Dan Blaney Associate Producer: Corie Rosenblatt 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 Planning Director: Liz Simons Senior Director: Corey Cirillo Account Director: Justin Perrelli Account Executive: Clare Driggs Production: The Corner Shop Director: Peter Thwaites Line Producer: Amy Appleton EP: Anna Hashmi Head of Production: Jessica Miller DP: Greig Fraser AD: Andrés Chenault Art Director: Veronica Geraige Editorial: Whitehouse Post Editor: Russell Icke Assistant Editor: Emma Platek Executive Producer: Melanie Klein Postproduction / VFX: The Mill Creative Directors: Angus Kneale & Gavin Wellsman VFX Shoot Supervisor: Angus Kneale & Greg Gangemi Lead Colorist: Adam Scott Additional Colorist: Fergus McCAll 2D Lead: Siro Valente 2D Team: Krissy Nordella, Antoine Douadi, Dhruv Shankar, Rachel Moon CG Lead: Ajit Menon CG Team: Greg Gangemi, Alek Vacura, Serguei Kalentchouk, Paul Liaw, Yimo Xu, Jackie Liao, Sewang Kim Executive Producer: Eliana Carranza-Pitcher Producer: Anna Borysewicz Production Coordinator: Mia Lalanne Music: Artist / Song Title: Brenton Wood / The Oogum Boogum Song Music Supervision: GEMS Final Mix: Sonic Union Mixer: Steve Rosen Sound Designer: Brian Emrich

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Macy's Beautifully Captures the Transition From Winter Drab to Summer Chic

BBDO New York merges catchy music with seamless effects

T.L. Stanley

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