This Macy’s campaign from BBDO NY takes “dress the part” literally, exploring the feeling you get when you find that look from Macy’s that makes you feel like the main character of your own story. And in order to evoke this feeling, Macy’s and BBDO gravitated to the queen of romanticizing life–director and photographer Sarah Bahbah. It’s an unexplored territory for Macy’s: tapping into the millennial and older gen-z market by enlisting one of their own, a familiar face in the art world and on every Instagram explore page. This partnership marks the first U.S. commercial campaign for Bahbah who directed this spot via production house Photoplay.
Spring 2023 marks one year since Macy’s launched its brand platform, Own Your Style. To maintain the momentum, the new campaign highlights the ways Macy’s can bring out the individual style that lives in all of us through inspiration, product curation and guidance, all at a great value. When you find inspiration out in the world, it motivates you to Own Your Style. This new “Main Character” TV spot showcases a range of women’s styles, age, and body types so each character feels unique and different to further convey Own Your Style.
Bahbah said, “As a visual artist and storyteller deeply committed to the pursuit of women finding liberation in their lives, I am filled with gratitude for the opportunity to have worked with Macy’s on their new campaign. This project allowed me to expand my artistic expression into the American TV commercial space, while also conveying a powerful message of empowering women to embrace their role as the main character in their daily lives. I’m excited to continue to collaborate with Macy’s in the future.”
