steve carlson

Macy’s wanted to reassert its place at the center of the holiday conversation with an idea that felt fresh, magnetic, and unmistakably theirs. The brief called for something that could cut through the seasonal clutter while still delivering that signature Macy’s warmth.

Our answer was a bold, personality-forward Gift Guide campaign anchored by Alison Brie. Her sharp wit and effortless charm gave the entire season a distinctive voice, transforming the guide into something more than just a shopping tool; it became a character-driven experience that invited people in with a smile. Across broadcast, digital, social, and in-store, Alison’s presence brought cohesion and spark, elevating Macy’s holiday presents and reminding audiences why this brand continues to define the holidays in culture.

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But that wasn't the end for our Gift Guide. Macy's saw the equity in having a character that gave the brand a voice out in the world. So, we brought her back for Mother's Day and Father's Day, and had her give advice to people struggling to find the perfect gifts for those that always say they want nothing, but deserve everything.

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And as we approached Holiday ’25, she returned once more. This time, the idea evolved into a cozier, more approachable world, bringing Alison into warm, conversational moments with avatar representations of Macy’s customers. It created a playful, welcoming space where Macy’s could truly feel close to the people it serves.