Macy's Mother's Day: warmth without the cheese
Mother's Day retail creative is the easiest category to make sentimental and the hardest to make good. Every brand goes for the same tearful moment, then wonders why the campaign feels generic on day one.
The "Give Love. Give Style." units I designed for Macy's work because they don't push the moment. A mother and child against a soft violet field. Clean type. The product never crowds the emotion. The hierarchy lets "Give Love" do the heavy lifting and lets "Give Style" be the rational follow-up the brand needs.
Digital units, print extension, all built from the same composition. Made to scale, designed not to feel like it had been.
Headline does the work. Everything else gets out of it's way.
Mother's Day retail creative is the easiest category to make sentimental and the hardest to make good. Every brand goes for the same tearful moment, then wonders why the campaign feels generic on day one.
The "Give Love. Give Style." units I designed for Macy's work because they don't push the moment. A mother and child against a soft violet field. Clean type. The product never crowds the emotion. The hierarchy lets "Give Love" do the heavy lifting and lets "Give Style" be the rational follow-up the brand needs.
Digital units, print extension, all built from the same composition. Made to scale, designed not to feel like it had been.
Headline does the work. Everything else gets out of it's way.
