Friends & Family events are one of the most anticipated sales at Macy’s, with each event using art direction from its catalog to guide all other print and digital creative. This Friends & Family Sale launched at the start of December, placing the event under the company’s holiday tentpole.

The holiday style guide was used as a reference to mock up page layouts and build a creative deck that included background colors, props, lighting, and photo composition. Art direction was provided to the photographers and stylists during the shoot; retouched photos were added to the layout, and finally, copywriters were used to complete the catalog.