Client: Macy’s
Role: Art Director, Editor, Designer, VO
Team: Michelle Vey (set stylist)
Duncan Fitzpatrick (food stylist)
Joy Avilez (photography)
Mallory Huxford (photo assist)
Leslie Junieth (videography)
Erica Palmieri (video assist)
Gabe McFadden (copywriting/VO script)
Ardenis Perez (copywriting/VO script)
Claire Stephens (producer)

Nespresso x Macy’s:
Strawberry Cold Foam

In March 2023, Macy’s noticed customers and the wider country expressing their feelings of needing to stretch every dollar. One surefire way to temporarily trim expenses is to make coffee at home instead of picking it up at that national chain shop.

But home-brewed coffee can be so much more than a pot of black, bitter joe. What if you could make that same pink foam drink you get from a chain for a fraction of the cost.

When researching our moodboard for set design and color themes, I saw so many examples of a striking espresso machine in a ultra bright kitchen with bright colors and even brighter lights. This felt so studio and catalog and unrelatable to our social audience.

By bathing the scene in warm natural wood, gold metal accents, and radiant golden sunlight, we’re peeking into a moment in someone’s home rather than a studio.

Snaps from Capture One during the shoot
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For our hero campaign video we knew we needed to prioritize a couple of ideas in order for it to succeed:

  1. Use empathetic VO to hit on relatable budget concerns

  2. Grab attention at the start with thumb-stopping pink foam

  3. Make sure recipe looks super easy to replicate

  4. Reiterate price difference from at-home vs. coffee chain

▶︎ 120k+ views ♥︎ 2,400+ likes ☻ 70+ comments

This video was also very fun for me to see from concept to final form because I volunteered myself as VO artist. Glad I didn’t see any comments on the organic post complaining about the voice 😅

Organic use of photos and video
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