This challenge was how can we creative a new 360 campaign that celebrates 50 years of a department store, but update a model that needs to compete with the new online generation of retail discount fashion brands like Gilt.
Michael created a campaign telling about a legacy department store and the deals that the next generation loving to sharing being “real”. The Real Deal concept used the photographs of Sartorialist to show real people on the streets of NYC. They tell stories about their best deals they found at C21 and how they fit their personality.
Client: Century 21 Role: Creative Director Agency: Ammirati