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Macy’s Back to School - "All brand new" (2019) :30 (USA)

Do a lot of dancing, sprinkle in some meme effects like the "deal with it glasses", throw a good sound track and color sparkles on top - this is the mix that Macy's hopes will entice generation Z to gear up before they go back to school. Directed by Maxime Bruneel.


According to 1stAveMachine Partner and Executive Producer Sam Penfield, “Maxime is not an obvious choice for a kid’s back to school spot as his style is a bit edgier and street but Major Behavior immediately focused on his work. The agency wanted to make something that would resonate with young people and knew that the authenticity of Maxime’s work was key. The collaboration was delightful and we absolutely love the resulting film.”

Client: Macy’s

Campaign Name: Macy’s Back to School


Agency: Major Behavior

Founder/Creative Director: Ken Erke

Agency Producer: Maria Xerogianes


Production Company: 1stAveMachine

Partner/Executive Producer: Sam Penfield

Executive Producer: Peter Repplier

Executive Producer: Lisanne McDonald

Executive Producer: Michaela McKee

Director: Maxime Bruneel

Director of Photography: Luis Arteaga

Producer: Jason Taragan


Service Production Company: Capital Media

CMC | EP / Managing Partner: Christian Allen

CMC | HOP / Partner: Keely Stothers

Executive Producer: Krista Thompson

Production Supervisor: Andy Shaw

Production Coordinator: Laura Byrnes

Talent Coordinator: Alice Ride

1st Assistant Director: Stuart Andrews

Gaffer: Torbin Doege

Key Grip: Mark Yates

Production Designer: Katharine Reynolds

Wardrobe Stylist: Leila Bani

Hair & Makeup: Trudi Egerton-Ball & Shannie Reynolds

VTR: Dale Anaka

Script Supervisor: Danielle Piche

Choreographer: Natasha Gorrie

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