Shopping is America's favorite form of entertainment. So we transformed Macy's into the most entertaining retail brand, where every event, social post and TV spot was a piece of entertainment. It all began by turning the Macy's Thanksgiving Day Parade into a social media event.
We created a YouTube reality show called, "#HelpMeCliton." It starred fashion guru, Clinton Kelly who helped the fashionably challenged.
Instead of TV commercials, we viewed each TV spot as a sitcom episode;
imploring establishing shots, recurring characters, celebrities and hijinks .