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SelectNY Brings a Touch of Star Magic to Life for Macy's, 2 years, 10 months ago

Stillking & Ellen von Unwerth shoot festive fun for new campaign

SelectNY Brings a Touch of Star Magic to Life for Macy's

SelectNY and Macy's bring Macy’s Star Magic to life in a fantastical holiday TV and digital campaign showcasing prestige without pretension.

Created, executed, and co-produced by global network SelectNY, the campaign focuses on Macy’s Star Gifts, a collection of exclusive merchandise especially designed for the gift-giving season and featured in five spots highlighting various collections from Martha Stewart home to women's cashmere and capes, designer watches, men's fashion sportswear and more.

Directed by photographer and filmmaker Ellen von Unwerth, each spot begins with a curious giftee peeking inside a star-shaped gift box  The camera zooms inside to reveal the surprise of a red and white star-shaped world filled with festive holiday spirit and beribboned boxes. Models, emerging from the gift boxes, magically bring featured Star Gifts to life. Jpegs are attached and link to spots are below.

This holiday campaign complements pre-Black Friday tactical marketing around the men's department, Beauty Scene, Thanksgiving Day Parade and Black Friday spots. SelectNY was responsible for the strategic direction of online which conveys the same spirit as TV with all communications sharing the  Star Gift logo, hang tag graphic and simple red on red graphic language.

SelectNY Executive Creative Director Gabriel Eid puts it this way: “Realizing that the campaign would be merchandise focused, we knew we needed to add that special spirit that has made Macy’s an iconic symbol for the holiday season. Ellen has a unique ability to create and capture a playful, animated spirit infused with her unmistakable sense of style and fashion.  She was perfect for this campaign."

This is the second time SelectNY has partnered with Macy's. In 2013, the agency conceived, executed and produced their Beauty Scene campaign, keeping the iconic spirit of Macy’s while elevating the image to support the prestige brands it carries. 


Advertiser: Macy's

Creative Agency

Creative Agency: SelectNY

Copywriter: Charley Cordle

Creative Director: Gabriel Eid

Group Creative Director: Olivier van Doorne

President: (NA) Jonathan Braaten


Edit Company: Just Add Water

Production Company

Director: Ellen von Unwerth

Producer: Ed Sheehan/Maria Soares

Production Company: Stillking

Category: Retail and restaurants , Retail stores

Genre: Luxury , People