Macy’s 2018 Flower Show “Once Upon a Springtime” was straight out of a storybook. We wanted these videos to give you the feeling of wandering through an enchanted land.
Category
Events & Tradeshows
Specialty
Motion Design
Software
Roles
Storyboard Design, Motion Graphics, 2D
The Challenge
To kick off Macy’s 2018 spring season, the “Once Upon a Springtime” flower show needed a magical, storybook-like video campaign that felt as immersive and enchanting as the event itself. Using only a single hero poster, we were tasked with bringing the enchanted theme to life across a full-store and online takeover, with visuals adapted for 16 different screen ratios and locations, all while maintaining consistency.
The Solution
We brought the "Once Upon a Springtime" theme to life through smooth camera movements, blooming flowers, and fluttering butterflies, creating the sensation of wandering through a magical, blossoming landscape. Starting with a cold, gray winter scene that transformed into vibrant springtime, the videos captured the seasonal shift. Each was tailored for in-store displays, social media, and Macy’s website, delivering the magic of spring to audiences across all platforms.
Macy’s Herald Square - Flagship store takover (exterior)
Campaign graphics takeover the store’s screens, a total of 16 different screen ratios
Macy’s Flower Show Poster
Original artwork as style guide and assets from the Annual Events team.
Macy’s Herald Square - Flagship store takover (interior)
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