Douglas Sloan, Director/Founder of iContent, the New York-based based production company for films, TV commercials and branded online content, directed Macy’s American Icons campaign. The thirty-second TV and long-form film for Macy’s represents the retailers first foray into user-generated content.
In addition to the :30 ad and long-form film, Sloan and Icontent were also charged with creating the micro-site, social media outreach, creative, copy, music direction (a custom arrangement of James Brown’s hit “Living In America”), editorial and finishing — all completed in just five weeks. Executive Producer Tania Sethi headed up the digital efforts collecting all of the video submissions.
“The interesting part of the project was creating a shot list and seeing the interpretation from a multitude of ‘shooters,'” Sloan says. “The challenge for me was creating a spot that communicated the ‘by the people’ concept while simultaneously staying on-brand. “It was a different, fresh thought process that was a lot of fun for everyone involved”
Also worth noting is a re-edited short film directed by Sloan profiling fashion icon Tommy Hilfiger that can be seen in the “Featured Designers” section of Macy’s American Icons website (www.macys.com/icons)
Production Company: Icontent, New York
Director: Douglas Sloan
Executive Producer: Tania Sethi
Editorial: Homestead Edit, New York
Editor: Charly Bender
Music House: Rumble, Minneapolis
–Right Word Media Press Release