Macy’s: A Week’s Worth

Macy’s: A Week’s Worth

Fashion is about storytelling. 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 approach leaned heavily into motion and rhythm. By carefully curating the music, we were able to infuse originality 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 viewers 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 engagement rate 2.7x higher than the benchmark. The Instagram videos 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 campaigns 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.

Macy's: A Week's Worth - Film #2 (Plus)

Macy's: A Week's Worth - Film #2 (Plus)

Plus aired on Glamour's Instagram.

Macy's: A Week's Worth - Film #1 (Missy)

Missy aired on the Allure Instagram.

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

A post shared by Allure Magazine (@allure) on

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: Elizabeth Kapowski
Wardrobe: Savannah White
Production Assistant: Carlo Betia
Production Assistant: Grant Salgaller

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