From videos on Instagram, followers are invited to screenshot favourite poses.
Work it baby. To promote its new summer range, Macy’s turned its Instagram followers into photographers for the new collection.
The retailer set up a fashion shoot – but with a difference. Models, set designers, stylists, hair and makeup artists were all present, but no photographer. Instead the brand posted videos of the models moving and posing on Instagram Stories. Followers were then invited to screenshot the poses they liked best and send their favourites back to Macy’s.
The best shots were then featured as part of Macy’s summer campaign, posting them on its social media channels and its blog, The Edit.
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