Directed by Anh Vu of Framestore Pictures, this spot titled “Switch It Up” highlights strong, confident women, and the many ways an outfit from Macy’s helps tie everything together. Inspired by the mobile shopping behavior of swiping, the spot features a fun, energetic, and highly modern approach to showing how today’s woman gets ready.
Collaborating closely with creative agency Major Behavior, Vu led the team to consider every detail, from the diverse cast of models to their unique environments, giving dimension and value to each character while making the clothes shine. The spot emboldens shoppers to wow with new looks and “switch it up” with head-to-toe spring fashion from Macy’s.
CreditsClient Macy’s Agency Major Behavior Kenneth Erke, founder, creative director; Liz Graves, sr. producer. Production Framestore Pictures Anh Vu, director; Jennifer Siegel, exec producer; Anne Vega, head of production; Krista Thompson, line producer; Danny Hiele, DP. Postproduction Framestore Larissa Berringer, exec producer; David Michaels, director of production; Anthony Gibbs, creative director; Cat Pavitt, sr. producer; Chris Beers, compositing supervisor; Will Golladay, lead designer; Beau Leon, colorist. Editorial Whitehouse Post Alex Hagon, editor. Music Supervision Search Party Music
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More