Macy’s Brings Main Character Energy to the Big Screen with Artist Sarah Bahbah

Macy’s teamed up with artist Sarah Bahbah and BBDO New York to bring its latest campaign to life. With this campaign, Macy's is taking 'dress the part' literally. Exploring the feeling you get when you find that look from Macy’s that makes you feel like the main character of your own story. And what better way to evoke this feeling than by working with the queen of romanticising life, director and photographer Sarah Bahbah. It’s an unexplored territory for Macy’s: tapping into the millennial and older gen-z market by enlisting one of their own, a familiar face in the art world and on every Instagram explore page. This partnership marks the first US commercial campaign for Sarah.

Spring 2023 marks one year since Macy’s launched its new brand platform, Own Your Style. Macy's has spent the last year introducing Own Your Style to its customers, with more of a defined purpose to be a source of style inspiration and guidance. 

When you find inspiration out in the world, it motivates you to Own Your Style. Macy's 'Main Character' TV Spot, will showcase a range of women’s styles, age, and body types so each character feels unique and different to further convey Own Your Style.

The spot will run as a :30 and :15 in TV and On Line Video. BBDO New York has also created content specifically for TikTok.

“As a visual artist and storyteller deeply committed to the pursuit of women finding liberation in their lives, I am filled with gratitude for the opportunity to have worked with Macy’s on their new campaign. This project allowed me to expand my artistic expression into the American TV commercial space, while also conveying a powerful message of empowering women to embrace their role as the main character in their daily lives. I’m excited to continue to collaborate with Macy’s in the future.” said artist Sarah Bahbah.

“We are thrilled to mark the one-year anniversary of our brand platform, Own Your Style, with our new Spring campaign directed by Sarah Bahbah.  We spent the last year, introducing Own Your Style to our customers, providing them with a source of style inspiration and guidance, all at great value. Our “Main Character” concept builds on our brand platform, showcasing a range of women’s styles, age, and body shapes so each character feels unique to celebrate their individuality.” said Abigail James, SVP brand activation, Macy’s.