Redefining beautiful with Macy’s

We love when projects give us an opportunity to tap into the countless locations and stunning visuals in and around Mexico City. For the latest spot around Macy’s Spring Fashion campaign, perfectly titled “Find Your Beautiful,” we explored the many definitions of beautiful, using Mexico City as our backdrop.

The spot aims to redefine what beautiful means, digging into the deeper meanings of the word in order to empower and shift the oftentimes antiquated understandings of what beauty really is. We had a solid team spearheading this project: The Lift’s Fuad Abed Dalton worked with Somesuch x Anonymous Content and director Daniel Wolfe to capture the many types of beautiful that make up who we are, crafting a powerful spot that is equal parts inspiring and entertaining.

For Macy’s beauty is not one-size-fits-all, and every single moment in the spot reflects that. From energetic shots of outdoor spaces to moments marked by power and celebration, every single shot that fills the screen exudes its own sense of beautiful through and through. Be sure to watch the spot, above, and take a look at some of our favorite behind the scenes shots, below!