Macy’s Optimizing Digital Display Photography for Efficiency and Impact
This case study showcases how I established streamlined photo standards and workflows for Macy’s digital advertising, transforming complex, print-focused images into optimized assets tailored for digital display. By implementing clear guidelines and improving collaboration, I enhanced productivity, reduced costs, and set a new benchmark for creative excellence in ad production.
My Role & Responsibilities: Creative Standards Developer: Process Optimizer: Collaboration Leader and Asset Management Strategist
Results:
By establishing clear digital photography standards and optimizing workflows, I achieved a 30-40% boost in productivity, reduced retouching costs, and streamlined asset management. These improvements enhanced ad quality, consistency, and speed to market for Macy’s digital campaigns.
Challenge:
Macy's primarily captured hero images for print, leading to several issues when repurposing them for digital display, social and site assets.
Solution
I developed and implemented comprehensive standards to optimize digital display photography:
Outcome
Adopting these standards increased productivity by 30-40%, eliminated time wasted on asset searches and retouching, and streamlined workflows. This improved ad consistency, quality, and campaign readiness while reducing production bottlenecks.
What are the most common issues?
Complex backgrounds
Pre-cropped images unsuited for flexible layouts
Vertical orientation optimized for print rather than digital platforms
Overcrowded product shots reducing clarity
Inconsistent aesthetics from varied shooting conditions
Difficulty identifying final approved images for campaigns
Lack of alternative shots for dynamic content
Additional time and cost spent on retouching and color correction
The final Best Practices
Shooting Guidelines:
Square format for flexibility across platforms
Centered subjects with simple, uncluttered backgrounds
Limit of three items per shot for clarity
Adequate padding around products for adaptability
High-resolution images (3000 x 3000 pixels, 150 MB TIFF)
On-Figure Photography:
Avoid cropping the body to preserve visual balance
Conclusion
Productivity and ad creation increased 30-40%
By redefining Macy’s digital photography approach, I addressed the immediate challenges of repurposing print-focused assets and established a foundation perfectly optimized for dynamic content optimization.
The new standards ensured flexibility for responsive layouts while maintaining a high-quality, cohesive aesthetic. These improvements empowered the team to produce visually striking, adaptable creatives ready for cutting-edge, dynamic ad strategies, elevating Macy’s ability to deliver high-impact, data-driven campaigns at scale.