Client: Macy’s
Role: Art Director, Designer, Animator & Video Editor
Team: Arius Reynoso (art director)
Christy Pitre (set stylist)
Paco Rogiene (soft stylist)
Hannah Bellon (photography)
Clare Stukel (producer)

Video captured by KC & Arius

KC Cibran x Macy’s:
Small Space Essentials


Macy’s had a problem for their 2022 college dorm essentials campaign:

a fake dorm set in the studio without a 360° view and experience wasn’t gonna cut it

In our continued strategy of creating organic, relatable content captured in a realistic setting, we needed to step our game up. Especially when one of their content needs was a 15-20 minute FB Live video 😲

BTS credit: KC Cibran

As pre-production began, we quickly realized we needed to branch out from our usual pool of static models from agencies and find someone more real to anchor this campaign behind.

After days of scouring IG, TikTok, and blogs for someone that would be relatable in showing our audience how to take pride in a small space, we found our golden ticket:

KC Cibran, or @thecasaverde

KC is someone you feel you could become best friends after having one conversation together.

In all of her videos — she exudes this warming “lets get it y’all” energy that feels like its coming from a friend rather than a stranger on the internet.

And better yet, her room in her apartment with roommates was the perfect size to show off exactly how personalized and cozy a dorm-size room can be.

Our total suite of content captured over a 2-day shoot (which included almost a whole day of loading, unloading, and staging) was insane:

First, a suite of static imagery to be used across FB, IG and Pinterest.

A 16-minute “Live” video that premiered on the Macy’s Facebook channel with 210K views in support of Macy’s Live shopping sector.

Watch full video herE

A series of IG Stories to promote the “Live” on the Macy’s organic channel.

Three paid social videos for IG Reels and TikTok (2 for promoting the FB Live event and 1 for promoting the products only)

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