In this multi-platform campaign for Macy’s, the challenge was to captivate an audience oversaturated with holiday advertisements and showcase Macy’s unique holiday clothing. After investigating their holiday offerings, we discovered that Macy’s was beginning a unique partnership with a company that made outlandish holiday suits.

This felt like the most surprising and delightful offerings and a great way to catch viewers’ eyes and start a conversation about the whimsical holiday clothes available at Macy’s. The creative aligned itself around this ask: could we take rugged, manly guys you might find in a television drama and reveal them decked out in head-to-toe Holiday cheer.One of four videos I creative directed and directed the videos, which were simultaneously produced for Instagram, Snapchat, Facebook,

Originally, Macy’s came to BuzzFeed for Snapchat only – and our ‘surprise’ creative came from the need to capture millennial audience’s attention on the ADHD platform. As we developed the creative, I felt these would translate across all social platforms and pushed for them to be shot in a way they could be extended for wider distribution: Instagram, Twitter, Facebook, YouTube and Snapchat. The result was one of the first projects BuzzFeed executed and distributed across multiple platforms – something that has become a key part of our business model.