MACY'S MSTYLE LAB
Executive Creative Director: Jeremy Hofmeister Mac Lynn, Ivan Flugelman
Creative Director: Tiago Valente
Art Direction & Visual Research: Vamsi Krishna Vemuri & Ivan Flugelman
Creative Producer: Faye Brown
Art Lead: Ivan Sanchez Garcia
Unreal Artists: Sebastian Galera, Mahmoud Abdelatty, Juscelio Diaz, Carlos Serrano, Thomas Bauer
Sourced by: Journee Technologies GmbH
Client: Macy's (America's Largest Departmental Store)
Theme: Immersive Retail, Fashion & Retail, Shopping Experience, Metaverse
In terms of Art Direction, my responsibilities included developing moods and ideas for backdrops, finalizing them with the Creative Director and the Client, and subsequently instructing and supporting the Artists to bring them to life.
-
Visual Research / Art Direction for Garment Backdrops on 34th Street
-
Macy’s mStyle Lab Main Stage and Exhibition Stages Design
-
Daily alignments with Artists to provide input and feedback
-
Macy’s Garment Feasibility Assessment and coordination with Ivan SG (Lead 3D Artist)
-
Supporting Executive Creative Director (ECD – Ivan Flugelman) with miscellaneous AD tasks
ON 34TH
mStyle Lab
Responsible for developing the Exhibition Space Layouts with the Main Stage and Additional side stages showcasing one Key brand and alternate brands. The design was developed collaboratively with the Creative Director.
Avatar
Responsible for developing the base concept and developing iterations of the Avatar based on CD's briefing.
The concepts went through a series of revisions and finally a simplified version was approved by the Client.
A behind-the-scenes sneak peek of one of the Avatar Iterations before the final version. The clip also features the Caption placement ideas for all the outfits.
