The Macys Undies Deck
The Macys Underwear project was originally a co-brand project that was going to live as branded content on a fashion channel. The target audience was focused at women who purchase underwear for their male partners, and the ask was to make underwear interesting without showing people wearing the underwear or in the image but still including a human touch. Though the target audience and the channel changed to be more male skewed, the basic idea remained intact leading to a wonderfully fun shoot that was amazing to art direct and a great approach based on the superstitions around sports and the objects we hold sacred.
