Sarah Coleman Brings Her Magic to the Workshop at Macy's
Macy's approached Sarah Coleman to illustrate its advertisements for the Spring 2014 session of The Workshop at Macy's, a program that encourages and helps guide women and minority entrepreneurs in the retail and fashion industry.
"[We] had partnered with Sarah a few years earlier on a 4th of July fireworks poster [and] we've always loved her sense of typography – how it feels timeless yet current and trend-appropriate – and knew she could execute the direction for the campaign effortlessly," explained Michele Stormer, senior creative manager of integrated marketing & branding for the chain. "Her style easily appeals to a younger audience and we figured she was so spot-on for this campaign that she could execute it in her sleep ... I don't know if she would agree however!"
The team studied Carol Seitz's photographs and discussed goals for the completed images. "The end result was to have Sarah's art marry the photography – not overpower it, and not be secondary to it either," Stormer said. "The illustrations, in partner with the photography, would be the element that captures your attention then draws you in to further investigate the ad and learn more."
Coleman described her task as creating lively, narrative pieces that summarized the energy of both the Macy's Workshop team and the selected vendors – their products, craft, and determination. "Without using too many words, the illustrations, all drawn by hand on paper, had to tell the story of each entrepreneur," the artist noted.
"Sarah's work was the final piece that made everything come together," Stormer continued and mentioned the great feedback she's received now that the campaign is live: "It's a little odd when you see people at work hang some of the ads up at their desks as decoration – and these were not people I know or work with! Often that's the greatest sense of achievement because people usually try their hardest not to surround themselves with work-related memorabilia. The Multicultural Department at Macy's, which is responsible for The Workshop at Macy's, was extremely pleased with the outcome, to say the least, and thrilled to have a campaign that feels fresh and youthful."