This spring, Macy’s is celebrating beauty in all its forms, expanding and redefining the word through a new iteration of their “Find the Remarkable You” campaign.  

Created by BBDO New York, the latest effort makes a powerful statement around the word “beautiful” by flipping it on its head, changing the term to fit a wide range of women. In a :60 TV spot, Macy’s features a diverse array of every kind of beautiful over a poem that redefines the word and encourages viewers to find their truest selves. The film ends with the line, “Find the Remarkable You.”

Daniel Wolfe of Somesuch directed the spot which runs on TV and online.

Credits

Client Macy’s Agency BBDO New York David Lubars, worldwide chief creative officer; Greg Hahn, chief creative officer, NY; Danilo Boer, Marcos Kitlhar, EVPs/executive creative directors; Kat Kvas, associate creative director; Sho Matsuzaki, art director; Dan Blaney, VP group executive producer; Corie Rosenblatt, associate producer. Production Somesuch Daniel Wolfe, director; Nicky Barnes, exec producer; Saul Germaine, line producer; Chayse Irvin, DP. Editorial Cosmo Street Tom Lindsay, editor; Maura Woodward, exec producer; Paolo Solarte, sr. producer; Alex Morales, Josh Berger, assistant editors. VFX Blacksmith Iwan Zwarts, Jamie Scott, 2D Flame leads; Charlotte Arnold, exec producer; Bindy St. Leger, VFX producer; Jacob Slutsky, compositor. Music Barking Owl Kelly Bayett, creative director/partner; Hannah Alter, producer. “One World” composed and published by Barking Owl; Justin Bayett, managing director. Audio Post Heard City Keith Reynaud, mixer.

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