Fashion is often seen by people as an unattainable temple, but Macy’s believes it should be something accessible to everyone. So as part of their quest to establish themselves as a fashion authority, Macy’s brought fashion to consumers in a new and unique way.

To make the fashion industry more accessible for the public, we organized a shoot with multiple sets and models, but instead of hiring a photographer, Macy’s invited its Instagram followers to step in and screengrab the best shot. Remarkable Shot was an Instagram experience that turned people’s screenshotting habit into a fashion skill, and engaged with 11,500 photographers in just 24 hours.

Macy’s wanted to establish itself as a fashion authority in a new and unique way. They believe that fashion should not be an unattainable temple, as it is perceived by many people, but rather should be accessible to everyone.

This campaign targeted an audience of women, 18 to 39, who often look to Instagram for fashion inspiration.

We created an Instagram experience that allowed every Macy’s follower to be a part of the fashion world, by turning their screen grabbing habit into a fashion skill. We organized a shoot with multiple sets and models, but no photographer. That’s where the viewers came in. We filmed the models posing and posted the videos on Instagram Stories. The viewers then took screenshots, becoming the photographers. The winning shots were featured as a Macy’s social campaign, tagging the “photographers’” Instagram handles.

We engaged everyday people and gave them a permanent place in the fashion world. In just one day, we gathered around 11,500 “photographers,” and the winning shots were featured as Macy’s Summer Fashion social campaign.