Macy’s: A Week’s Worth
Fashion is about storytellingStorytelling is the art of crafting and sharing narratives that engage, inspire, and connect with audiences. It uses characters, emotions, and plotlines to convey messages and ideas in a memorable and impactful way.. 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 approachStrategy is a structured and goal-oriented plan designed to achieve specific objectives by leveraging resources and actions in an organized and intentional manner. It serves as a roadmap for success across various disciplines, from business to marketing. leaned heavily into motion and rhythm. By carefully curating the music, we were able to infuse originalityCreativity is the ability to generate new ideas, concepts, or solutions by thinking in unique, innovative, and unconventional ways. It is the foundation of innovation, problem-solving, and artistic expression. 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 viewersAn audience is a group of individuals who receive and engage with a specific message, content, or product. In marketing and creative fields, understanding the audience is critical to crafting resonant and impactful strategies and campaigns. 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 engagementEngagement is the level of interaction, attention, and emotional connection that an audience has with a brand, message, or content. It reflects how actively individuals are participating, sharing, or responding to what’s presented. rate 2.7x higher than the benchmark. The Instagram videosVideo is a powerful visual medium that combines moving images, sound, and text to convey messages, tell stories, and engage audiences. It is used across platforms and industries to inform, entertain, and inspire. 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 campaignsCampaigns are organized efforts designed to achieve specific goals, such as raising awareness, driving engagement, or generating sales. They combine strategy, creativity, and execution across multiple channels to deliver a cohesive message. 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.