@RIOTWASHERE - A RIOT CREATION. Macy’s | A Week’s Worth Campaign FIlms

A RIOT ORIGINAL CREATION IN: Color, Creative, Directed, Edited, FX, Motion, Social, Sound
Our role(s): Directing, Editing, Post, Color, Creative Direction, Music Supervision, Special FX

June 2, 2017

Macy’s | A Week’s Worth Campaign FIlms

We worked alongside Condé Nast Entertainment to create two fun and visually stimulating films for Macy’s that were focused on two new clothing lines they launched for the summer, named Missy and Plus.

In this two part video series titled “A Week’s Worth,’ we showcased 10 different looks for the season – 5 looks per film, with a different model, activity and Macy’s fashion line being showcased in each. Using fast paced edit techniques we created a multitude of visually mesmerizing transformations in the films that showcased the multitude and beauty of the looks from each fashion line. The films were shot in a chic, cool, fashion style with an equally cool and stand out New York city location.

We sourced an awesome location in Long Island City, Queens, New York that had enough versatility to shoot both films in one day, at one location. One films action involved the spinning of a vintage chair around a vanity mirror, while the second involved swinging on a swing in a living room type scene.

We carefully supervised the music to ensure that there was enough originality in their rhythms to do some very cool and unique edit techniques that takes these films to the next level. We love working on super visual creations and this one was a pleasure to work on and one we are really proud to be sharing with the rest of the world today.

While the actual campaign was delivered as square videos, we have included 16:9 versions here for browsing too because, well, who doesn’t prefer their films in widescreen! The Missy film can be seen above and the Plus film is below. Below the credits we also showcase the films live on their respective properties. It is also worth noting that these films were designed to be hypnotic loops. That’s why there is no finite end musically, the idea is that you watch the film over and over accidentally on Instagram just by letting them play, something we have been toying with a lot lately.

CONTENT PERFORMANCE UPDATE:

The films are performing extremely well with very strong delivery and engagement. The social videos and posts have garnered over 2M views, pacing 2x faster than expected. The Instagram video on Allure has already completed its grand view goal. The Instagram videos are resonating with the audience who is actively engaging with them. The videos have garnered over 21K social actions, with an engagement rate of 1.9%, 2.7x higher than benchmark.

CREDITS

CLIENT: Macy’s
AGENCY: RIOT
DIRECTOR: Chris “MUG5” Maguire
PRODUCED BY: Condé Nast Entertainment
PRODUCER: Creighton DeSimone
ASSOCIATE PRODUCER: William Savona
ASSISTANT DIRECTOR: Matt McCann
DIRECTOR OF PHOTOGRAPHY: Zach Jopling
1st ASSISTANT CAMERA: James Regan
2nd ASSISTANT CAMERA: Charles Jordan
EDITING, POST, COLOR & MOTION GFX BY: Chris MUG5 Maguire
GAFFER: Curt Jentsch
KEY GRIP: Travis Ulmer
HAIR: Hannah El-Assad
MAKEUP: Eilzabeth Kapowski
WARDROBE: Savannah White
PRODUCTION ASSISTANT: Carlo Betia
PRODUCTION ASSISTANT: Grant Salgaller

Macy’s: A Week’s Worth – Film #1 (Missy)

Currently on steady rotation: @incinternationalconcepts stylish new collection, only at Macy’s. #INCStyle #ad

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Macy’s: A Week’s Worth – Film #2 (Plus)

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