A woman in a bright pink and orange dress dancing with a man in a gray plaid suit in a well-lit living room.

Valentine’s Day at Macy’s celebrates love by linking heartfelt moments (Give Love) with stylish products (Give Style). Our on-figure photography showcases couples in genuine, everyday situations, while our still photography highlights iconic items in a straightforward, elegant, and visually appealing manner.

Valentine’s Day

Client: Macy’s

Year: 2024

A style guide was developed for this campaign, and we utilized these resources on the homepage. The guide includes a combination of authentic photography and polished studio images. Additionally, heart graphics were designed to complement the Give Love. Give Style. messaging.

Branding

A smiling man holding a young girl with a bouquet of flowers, walking outdoors with a smiling woman carrying a bouquet of pink and purple flowers, under blue patio umbrellas.
Gucci Flora perfume bottles in pink with floral label design and gold accents, set against a pink background.
A woman in pink lace lingerie and a red satin robe with lace trim holds a bouquet of Pink roses against a pink background, smiling and smelling a rose.
A happy couple in matching Calvin Klein sleepwear in a bedroom, with the man holding a bouquet of red roses and the woman smiling with her hand behind her head.
A man wearing a gray plaid blazer and striped shirt holding a bottle of champagne and two empty glasses against a pink background.
Two heart-shaped ceramic bowls, one pink with 'XOXO' inside and one purple with 'BE MINE' inside, on a pink background.
A speech bubble with a heart inside, split into red and pink halves.
A pink speech bubble with a heart inside, split into red and white halves.
A speech bubble with a half-white, half-red heart inside.
A red speech bubble with a heart divided into two halves, one cream-colored and one pink.
A pink speech bubble with a red and pink heart inside.
A pink speech bubble with a heart inside, divided into cream and coral halves.
Two women sitting close together on a cushioned bench in a cozy, dimly lit restaurant. One woman has short dark hair and is wearing a black leather jacket and jeans, holding a plate of spaghetti. The other woman has short blonde hair and is wearing a red lace dress, smiling and leaning in towards her. A small table with a white vase, pink flower, and empty glasses is beside them. The background features warm yellow lighting and textured walls.

Initially, we started to outline various grid configurations for the gifting modules and primary banners. Here are some of my concepts.

Initial Concepts

Pink background with various Valentine-themed gifts including a pink floral robe, sunglasses, a heart-shaped necklace, red lingerie, a teddy bear, a gold ring with a diamond, a red watch, and a red box of candy, along with text offering 20-50% off on Valentine's gifts for all.
A pink satin robe with red lace details next to a white card with pink and red text that reads 'GiftsWe Love, A gift that says, love ya for your Valentine.' Two gold heart-shaped earrings decorated with rhinestones are on the right side of the image.
Two jewelry items with heart motifs—one pair of gold heart-shaped earrings with embedded diamonds on a red background, and one pink heart-shaped pendant necklace with pink stones on a peach background, promoting a jewelry sale with 35-70% off.
Split-screen image with a diamond ring on a pink background on the left, and a gold heart-shaped pendant on a chain on a cream background on the right, with a red central section advertising jewelry sale discounts.
Close-up of a woman applying makeup near her eye, with beauty products including foundation, lipstick, and eye makeup displayed below.

Cross-shop banner concepts for beauty.

A woman washing her face with foam, with skincare products numbered below: 1. Clinique cleanser and Kylie Skin foam cleanser, 2. Sunday Riley pink drink firming essence, 3. Caudalie and Clarins moisturizers.
Beauty product display featuring skincare, foundation, lipstick, and eyeliner with labels for skin care, face, lips, and eyes.
Skincare routine infographic showing four steps: Cleanse with a Clinique face wash, Firm with a pink bottle of Sunday Riley Pink Drink, Treat with Strivectin serum, and Hydrate with Caudalie and Clarins creams.

Main banner asset developed by motion team based off our concept.

A red Michael Kors wristwatch on a pink background with a website message about ordering Valentine's gifts.