Case Study: Creative Direction | Macerich
Creative You Can Believe In
To promote a key initiative, Macerich wanted a playful concept to introduce their winning team. In celebration of their love for the beautiful game, we created a parody campaign that resonated with international partners. The comprehensive campaign spanned several months starting with a teaser poster featuring player cards, leading to the production of a trailer video and a printed gameday program for in-person meetings.
From campaign concept to script and from production to animated logo, this video introduced a team to believe in.
Smells like Team Spirit
The teaser poster began with a photo shoot to create individual player cards, designed by Art Director Tom Phineas. The palette and graphic elements of the cards defined a style guide for the overall campaign from poster to gameday program to infographics to on-screen video graphics.
The video introduced each player on the Macerich team, giving them a distinct character and a memorable moment.
The game day program completed the immersive campaign with a high-quality informational printed book. The message was clear that Macerich is a team that will leave it all on the field for their partners.
Client: Macerich | Project: Insurance Initiative | Assignment: Creative Direct campaign from campaign concept to video production | Creative Director: David Saltzman