Macy’s: A Week’s Worth
Fashion is about storytellingEmotion meets impact—storytelling is the heartbeat of branding, using narrative to connect with audiences and drive action.. In collaboration with Condé Nast Entertainment, RIOT created a visually dynamic two-part film series for Macy’s, celebrating their summer fashion lines, Missy and Plus. These films, titled “A Week’s Worth,” are a vibrant showcase of style, personality, and movement, designed to captivate audiences and inspire wardrobe transformations.
Each film featured five unique looks for the season, with a fresh model, activity, and Macy’s collection taking center stage in every scene. Shot in a chic Long Island City location, the films paired sleek New York vibes with creative set designs—one revolving around a spinning vintage chair and vanity mirror, the other featuring a whimsical swing in a cozy, living room-inspired space. Both films brimmed with energy and sophistication, perfectly mirroring the spirit of Macy’s summer collections.
Our creative approachThe playbook for success—strategy defines where you're headed, how you'll get there, and what will set you apart. leaned heavily into motion and rhythm. By carefully curating the music, we were able to infuse originalityThe spark that starts it all—creativity is the fearless pursuit of new ideas, powerful stories, and unforgettable brand moments. into the editing process, creating mesmerizing transitions and loops that kept the films visually addictive. The result? Hypnotic sequences designed to seamlessly replay on Instagram, pulling viewersThe heartbeat of every campaign—understanding and engaging the right audience is the key to crafting messages that resonate and drive action. into an endless stream of style and flair.
The campaign’s performance speaks for itself. The films exceeded all expectations, amassing over 2 million views and achieving an engagementMore than just metrics—engagement is about meaningful interactions, building relationships, and creating content that sparks conversation and action. rate 2.7x higher than the benchmark. The Instagram videosYour brand in motion—video captures attention, tells stories, and delivers emotion in a way that text and static visuals can’t. resonated deeply with audiences, sparking over 21,000 social actions and proving that captivating content can leave a lasting impression. These numbers are a testament to the power of bold, creative storytelling.
Above, you’ll find the Missy film, while the Plus film is featured below. While these campaignsStrategy meets storytelling—campaigns bring big ideas to life, driving awareness, engagement, and conversions through powerful, multi-channel messaging. were originally delivered as square videos for social media, we’ve also included widescreen versions because, let’s be honest, everything looks better in 16:9. Below the credits, explore how these films lived on their respective platforms and contributed to Macy’s impactful summer campaign.
