Photo by Liz Von Hoene for Macy’s.
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Macy’s recently asked Liz Von Hoene if she wanted to shoot an image library celebrating love, marriage, and the magic of Macy’s—and, of course, she said “I do.”
The concept for the library, which would be used to promote Macy’s Bridal Registry, “begins with the engagement, symbolized with a ring and sealed with a kiss,” explains Steven Toriello, creative director of special projects at Macy’s. “But the best is yet to come, and from the big day to the honeymoon and beyond, Macy’s is a part of every milestone.”
The images needed to feature multicultural, millennial, and same-sex weddings and had to showcase key moments before, during, and after the ceremony. They also, notes Toriello, needed “to reflect current trends and speak to the Macy’s customer in a fun, engaging way.”
The shoots took place over a three-day period. “We shot in the city at a loft, all over Central Park, and out in a wonderful Long Island home, and we certainly covered a lot of love,” says Liz, who worked with prop stylist Kerry Reardon and fashion stylist Pascal Griese. “I think these images are incredibly fun, probably because we had so much fun shooting them! I DO love my magical friends!”
Liz, whose previous assignments from Macy’s include a successful Macy’s Bridal Registry campaign, was a natural for the job. “She is known for her ability to elaborate on our concept and capture the magic of Macy’s,” says Toriello.
“She scouted each location and was an integral part of storyboarding the locations and moments of each day,” he continues. “Liz is a Macy’s favorite because she has a clear idea of what she wants, enjoys collaboration, and takes command of the shoot, when needed, to keep the team focused, energized, and engaged. Finally, Liz knows how to laugh and have fun. I loved her energy and working with her and her team.”
Below, some of the final images from the story, plus behind-the-scenes images, sketches, and videos courtesy of Toriello…
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Photos by Liz Von Hoene for Macy’s.
Photos by Liz Von Hoene for Macy’s.
Photos by Liz Von Hoene for Macy’s.
Photos by Liz Von Hoene for Macy’s.
Photos by Liz Von Hoene for Macy’s.
Behind-the-scenes images.
From sketch to final ad.
From sketch to final ad.
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A short, sweet behind-the-scenes film by John Murphy…
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And a quick compilation of clips, shot by Bonnie Toriello, of Liz directing the models…
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