American Rag

As part of the Macy’s pantheon of private brands, American Rag is a line of bohemian-inspired fashion for juniors and West Coast skate style for young men. 

Main role: Oversee all concepting and art direction for advertising campaigns (in both social paid media and digital banner ads), all social media content including “always on” organic posts, flat-lay, as well as seasonal activations and influencer partnerships. Oversee all concepting and art direction for Macys.com presence including Brand Shops and product video. Regular partnerships with Strategy/Marketing, Merchants, Product Development, Agency partners, and Visual departments. Also responsible for casting all models along with hair, makeup, and grooming direction. 


Summer 2017 Young Men's social media content and paid media
Art Direction + Concept + Execution Lead + Flat-lay Images

In-store video: Young Men's Summer 2017  
Video used in-store at Macy's Herald Square for YM Summer 2017. Used also on social media platforms and in paid social media buys.
Concept + Art Direction

See more American Rag videos on my YouTube channel

Summer 2017 Junior's social media content and paid media
Art Direction + Concept + Execution Lead + Flat-lay Images

Macys.com Juniors + Young Men's Brand Shops Summer 2017
Art Direction + Design


Spring 2017 Junior's social media content and paid media
Art Direction + Concept + Execution Lead + Flat-lay Images + Typography

Spring 2017 Young Men's social media content and paid media
Art Direction + Concept + Execution Lead + Flat-lay Images

Macys.com Juniors + Young Men's Brand Shops Spring 2017
Art Direction + Design


Spring/Summer Digital Banner Ad Excerpts (6 ads per set) Please allow time for animation to load


Valentine's Day 2017 Juniors paid social media content
Art Direction + Concept + Execution Lead + Flat-lay Images + Typography

Feb$ 2017 Juniors Macys.com Brand Shop 

Feb$ 2017 Juniors Macys.com Brand Shop 


Jan-Feb$ 2017 social media content and paid media buys
Art Direction + Concept + Execution Lead + Flat-lay Images


Fall/Holiday 2016 Digital Banner Ad Excerpts (6 ads per set) Please allow time for animation to load


Back To School 2016 Juniors + Young Men's social media content
Art Direction + Concept + Execution Lead + Flat-lay Images

Digital Banner Ad Excerpts (6 ads per set) Please allow time for animation to load


Social Media Video: Video for launch of our new social media story "NYC Surf Story" for early Spring 2016
Art Direction + Collage

See more American Rag videos on my YouTube channel

NYC Surf Story: Social media story seen on Tumblr and Instagram. Used in paid media buys and advertisement.
Concept + Art Direction + Collage + Typography

Digital Banner Ad Excerpts (6 ads per set) Please allow time for animation to load

For all shoots: 
MMG Producer: Michael Nicolaci, Macy’s MMG
Producer: Sara Mouzayanni, Bennet & Clive. 
Photographer: Brittany Sturrett
Styling: Gabriela Langone
Videographer: Alexis Herrera


How I prep for a shoot

Here is a glimpse into how I prepare for a shoot so that the day is successful and well organized. After merch reviews, countless meetings, location scouting, you name it, I create a “Shoot Packet” with all the looks. This document shows what model is wearing what and indicates location. I also specify which looks are key advertisement items. A small document that saves a lot of headache!