Client: Macy’s
Role: Art Director and Editor
Team: Michelle Vey (set stylist)
Drew Aichele (food stylist)
Joy Avilez (photography)
Mallory Huxford (photo assist)
Leslie Junieth (videography)
Erica Palmieri (video assist)
JJ Rodo (assistant AD + assist)
Claire Stephens (producer)

New year, new recipes,
new tools from Macy’s

Conversation in the first quarter of every year inevitably turns toward resolutions individuals can commit to in improving their health and wellness.

Instead of change the conversation, Macy’s leans in with this paid social campaign promoting three essential kitchen tools: Air Fryer, Blender, Juicer.

We wanted our hero photography to inspire the activity of creating rather than the possession of a new gadget. So each of the three tools (juicer, blender, and air fryer) are styled as imperfect and in progress.

Working with our set stylist, Michelle Vey, her and her team created a calming sage green/cream kitchen with a breakfast bar in the background.

Air Fryer Peaches & Custard Toasties

▶︎ 77k+ views ♥︎ 2,000+ likes ☻ 60+ comments

Problem: Present the ubiquitous air fryer — a mainstay of foodtok over the past half decade — in a fresh lens that highlights its uses beyond what’s already known.

Solution: Instead of protein-packed fish or chicken dinners, lets delight with a devilish looking breakfast snack packed with protein, vitamins, and fiber with the TikTok viral Air Fryer Peaches & Custard Toast.

Similarly, for our paid and organic IG/TikTok videos, we tapped into this messy, multi-angle, fast-paced recipe videos that highlight the recipe (with the tool facilitating), rather than highlighting the product itself.

Juice up January with the NutriBullet Juicer

Problem: NutriBullet Juicers are one of those “adulting” purchases you make, then keep stashed away and remember a year later that you’ve never actually plugged it in.

Solution: Put this juicer through the ringer by tossing everything from soft spinach to hard beets in it and watching it process it all to create 3 colorful, healthy juices:

  • Cucumber, apple, celery + spinach

  • Orange

  • Beet

Jam-Packed Berry Smoothie Bowl

▶︎ 69k+ views ♥︎ 1,400+ likes ☻ 20+ comments

Problem: When it hits mid-winter, we all tend to put our blenders away until its time for summer smoothies. Find a way to create a hearty, warming smoothie bowl that can be enjoyed year-round.

Solution: This crunchy smoothie bowl combines cool crushed berries and bananas with warming honey, peanut butter and plenty of granola and grains.