Do a lot of dancing, sprinkle in some meme effects like the "deal with it glasses", throw a good sound track and color sparkles on top - this is the mix that Macy's hopes will entice generation Z to gear up before they go back to school. Directed by Maxime Bruneel.
According to 1stAveMachine Partner and Executive Producer Sam Penfield, “Maxime is not an obvious choice for a kid’s back to school spot as his style is a bit edgier and street but Major Behavior immediately focused on his work. The agency wanted to make something that would resonate with young people and knew that the authenticity of Maxime’s work was key. The collaboration was delightful and we absolutely love the resulting film.”
Client: Macy’s
Campaign Name: Macy’s Back to School
Agency: Major Behavior
Founder/Creative Director: Ken Erke
Agency Producer: Maria Xerogianes
Production Company: 1stAveMachine
Partner/Executive Producer: Sam Penfield
Executive Producer: Peter Repplier
Executive Producer: Lisanne McDonald
Executive Producer: Michaela McKee
Director: Maxime Bruneel
Director of Photography: Luis Arteaga
Producer: Jason Taragan
Service Production Company: Capital Media
CMC | EP / Managing Partner: Christian Allen
CMC | HOP / Partner: Keely Stothers
Executive Producer: Krista Thompson
Production Supervisor: Andy Shaw
Production Coordinator: Laura Byrnes
Talent Coordinator: Alice Ride
1st Assistant Director: Stuart Andrews
Gaffer: Torbin Doege
Key Grip: Mark Yates
Production Designer: Katharine Reynolds
Wardrobe Stylist: Leila Bani
Hair & Makeup: Trudi Egerton-Ball & Shannie Reynolds
VTR: Dale Anaka
Script Supervisor: Danielle Piche
Choreographer: Natasha Gorrie
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