Stockland Martel » Macy’s

Creative director Steven Toriello takes us behind the scenes of Liz Von Hoene’s latest shoot for Macy’s Bridal Registry

Kristina Feliciano — Fri, 31 Jan 2014 13:47:26 +0000

Photo by Liz Von Hoene for Macy’s.

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.

Behind-the-scenes images.

From sketch to final ad.

A short, sweet behind-the-scenes film by John Murphy…

And a quick compilation of clips, shot by Bonnie Toriello, of Liz directing the models…

Liz Von Hoene shoots Macy’s holiday gift guide

Kristina Feliciano — Wed, 11 Dec 2013 17:22:12 +0000

“The magic of Christmas in August seems impossible, but it certainly wasn’t for our crew, who created our own magical winter wonderland for Macy’s for seven days this past summer,” says Liz Von Hoene, who photographed the retailer’s 2013 holiday gift guide.

“I had the pleasure of shooting the entirety of the Macy’s Christmas book, coming in at over 100 images! It was certainly a blast and an honor to bring the most wonderful time of the year to life for such an iconic company!

Below, a fun animated GIF showing some of Liz’s favorite images…

Liz Von Hoene on photographing Macy’s American Icons campaign

Kristina Feliciano — Mon, 15 Jul 2013 14:54:18 +0000

For Liz Von Hoene’s most recent shoot for Macy’s, she traveled across the country photographing the retailer’s massive American Icons campaign. “This campaign is Macy’s tribute to our country’s heritage of freedom, bravery, and pride and will serve to highlight American style, cherished pastimes, and meaningful causes that are important parts of the fabric of our culture,” the company explained in a press release.

On her tumblr, Wink Wink, Liz chronicles her travels and shares fun photos from the shoots. It adds up to a breathtaking tour of America. “We visited old Lady Liberty and felt the wind in our hair and spray of the ocean on the Staten Island Ferry,” she writes. “We spent an afternoon in the Apollo Theater, soaking in all the magic from the musicians who have graced the stage. We spent a blustery two days in our fair country’s capital, snapping shots in front of all the great American landmarks. We headed south to find the romance of the beaches of Sea Island. We went even further south to have more fun on the white sands of Clearwater, Florida.

“We spent two days at the state fair enjoying the smorgasbord, riding rides, and eating corndogs,” she continues. “We went west, to the wild west of Ft. Worth, where we wrangled horses and models on the ranch. We then traversed the country and found ourselves in Napa, on Kelly Fleming’s vineyard, amongst the vines and sampling the recent yield. And finally, we visited our forefathers at Mt. Rushmore and battled the wacky weather of South Dakota.

“It was an all-around incredible adventure and an amazing opportunity to see this grand land and all its majesty!”

Here’s a look at some of Liz’s favorite frames from her East Coast shoots, plus a selection of behind-the-scenes moments, courtesy of Wink Wink…

Apollo Theater, Harlem

Photo by Liz Von Hoene. “Channeling Billie Holiday at the Apollo!” says Liz. “Such an incredible theater. If those walls could talk, I am sure they would sing some intriguing things!”

Photo by Liz Von Hoene.

state fair

Photo by Liz Von Hoene.

Washington, D.C.

Photo by Liz Von Hoene. “It was quite chilly! Despite the cold, we had an amazing time traipsing across the city to all of the monuments and creating magic.”

Photo by Liz Von Hoene.

Ellis Island/Statue of Liberty

Photo by Liz Von Hoene. “I had never been to see Lady Liberty before,” says Liz, “and she is quite the symbol of freedom up close, a feat to behold standing 305 feet tall!”

Photo by Liz Von Hoene.

behind the scenes

Click to view at Wink Wink.

Spotlight: Liz Von Hoene

Kristina Feliciano — Thu, 22 Sep 2011 15:51:28 +0000

Liz Von Hoene. Photo by Meghan McNeer.

Liz Von Hoene is a fashion, beauty, and lifestyle photographer known for creating stylish images that are both sophisticated and accessible. Her work is inspired by everything from her personal sense of fun, whimsy, and happiness to her love of vintage style magazines and classic films.

Liz shoots for luxury brands like Kate Spade, Stuart Weitzman, Neiman Marcus, and Ligne Roset, as well as for companies that have mass appeal but are distinctly style-driven: Target, Revlon, Kohler, Macy’s, and others. To the luxury brands, she brings a touch of playfulness, resulting in images that are elegant and warm. To the mass-appeal brands, she delivers a level of polish that elevates them above the fray. She also works in video, most recently for clients such as Neiman Marcus and Kate Spade. (View her reel at Chelsea Pictures.)

Liz’s work has appeared on billboards in Times Square and in magazines such as Marie Claire, W, and New York, and she has photographed many notable Hollywood beauties—including Beyoncé, Freida Pinto, Eva Longoria, and Kerry Washington—for national ad campaigns that strike just the right balance between aspirational and achievable. The atmosphere at Liz’s shoots is open and relaxed—there’s always a lot of laughter and a great playlist to set the mood. Her energy is contagious, and she is inspiring to be around.

Here’s a look at Liz’s work. To see more, visit stocklandmartel.com/talent/liz-von-hoene/photography.

Photo by Liz Von Hoene.

Photo by Liz Von Hoene for Trident.

Photo by Liz Von Hoene.

Photos by Liz Von Hoene for Waterworks.

Photos by Liz Von Hoene for Neiman Marcus.

Photo by Liz Von Hoene.

Photos by Liz Von Hoene for Matrix. Click to enlarge.

Photo by Liz Von Hoene.

Photos by Liz Von Hoene for Velux. Click to enlarge.

Photo by Liz Von Hoene.

Photos by Liz Von Hoene. Click to enlarge.

Photo by Liz Von Hoene, from her personal series "Le Blanc Noir."

Photos by Liz Von Hoene for Crystal Light.

Photo by Liz Von Hoene.