Social Series Creation
Pride runs deep. Rainbows and glitter decorate a history of grit – of fighting for dignity, acceptance and, most importantly, love.
In commemoration of the 50th anniversary of the Stonewall riots, as well as WorldPride NYC, Macy’s planned its 10th annual national Pride + Joy celebrations.
Macy’s Tourism came to Odyssey in March 2019 to create a microsite centered around Pride and capture content from June 2019’s Pride Week in Manhattan.
Our hallmark idea was a video series centered around the concept of finding and living one’s truth.
The series puts the spotlight on the LGBTQ+ community by featuring interviews with LGBTQ+ activists and influencers that highlight their personal stories and include a transformative makeover session with Macy’s free personal stylist service.
Carolina Gutierrez
![carolina_hero Carolina Gutierrez](https://www.makestorieshuman.com/wp-content/uploads/2021/02/carolina_hero.jpg)
Carolina created the YouTube channel Caroland, where she talks about vital trans issues as well as beauty, fitness and pop culture.
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Myles Loftin
![myles_hero Myles Loftin](https://www.makestorieshuman.com/wp-content/uploads/2021/02/myles_hero.jpg)
As a photographer, Myles creates images of queer blacks and other marginalized individuals who are not adequately represented in the media. He raises their visibility and positive representation.
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Kate Austin
![kate_hero Kate Austin](https://www.makestorieshuman.com/wp-content/uploads/2021/02/kate_hero.jpg)
Kate uses Instagram as a platform to share stories of self-expression and grow a supportive community of found family. As a femme lesbian, she overcame many obstacles growing up in a conservative town.
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Priya Arora
![priya_hero Priya Arora](https://www.makestorieshuman.com/wp-content/uploads/2021/02/priya_hero.jpg)
With the podcast show Queering Desi, Priya supports and celebrates the South Asian LGBTQ+ community.
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Meg & Lindsay Cale
![meg_lindsay_hero Meg & Lindsay Cale](https://www.makestorieshuman.com/wp-content/uploads/2021/02/meg_lindsay_hero.jpg)
Dopes on the Road is Meg and Lindsay’s travel blog with information, stories and inspiration for lesbian travelers.
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Macy’s Murals
![macys_murals_hero Macy's Murals](https://www.makestorieshuman.com/wp-content/uploads/2021/02/macys_murals_hero.jpg)
Macy’s Herald Square store windows grab a lot of attention, especially during Pride. Four New York street artists talk about the murals they created for the windows during this once-in-a-lifetime event.
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Macy’s Drag Queen Story Hour
![macys_drag_hero Macy's Drag Queen Story Hour](https://www.makestorieshuman.com/wp-content/uploads/2021/02/macys_drag_hero.jpg)
Story time becomes a space of acceptance, kindness and a safe place to enjoy a good book. Children and adults gather for drag queen story hour, led by six queens dressed in their best.
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Macy’s Parade Studio
![macys-pride-parade-studio-joey-ammons-headshot Macy's Parade Studio](https://www.makestorieshuman.com/wp-content/uploads/2021/02/macys-pride-parade-studio-joey-ammons-headshot.jpg)
Making a parade float for the largest LGBTQ+ celebration in the world is no small feat. Creators from the Macy’s Parade Studio give us a behind-the-scenes look at what goes into the creation of the Macy’s Pride float.
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RESULTS
IN THE FIRST WEEK ALONE, THE VIDEOS RACKED UP A STAGGERING 50,000 VIEWS ON YOUTUBE.
Over the following three months:
1,800,000+
Ad impressions
441,000+
Total video views
6,500+
Clicks to the website
2020 IAC Award
for best travel integrated ad campaign