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
TBWA\Media Arts Lab, Directing Team Megaforce Weigh In On Tongue-in-Cheek Apple Film
Directed by Megaforce via production company Iconoclast for agency TBWAMedia Arts Lab in L.A., this Apple film titled "No Sweat" features a weightlifter effortlessly spinning and manipulating massive weights as if they were batons, metaphorically representing the ability of the M4 family of chips--M4, M4 Pro, and M4 Max--to handle the most demanding workloads with ease, all set to Des’ree’s famed music track “You Gotta Be.” [video width="1046" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/11/01112010/M4-chip-No-Sweat-Apple.mp4"][/video] Read More