THE NEW NORTH POLE
In an effort to showcase the updated health and safety protocols at Macerich properties, we were charged with producing a quarantine-proof holiday content shoot at Fashion Outlets of Chicago in Rosemont, Illinois. While we didn’t have snow or mistletoe, the center was complete with sanitization stations, curbside pick-ups and socially distanced store line-ups. With real couples and families, the new North Pole took over a section of the mall to demonstrate how Santa and safety go hand-in-hand. Santa even made an early surprise appearance.
Our crew upheld CDC and the City of Chicago’s recommendations as it relates to limiting the spread of COVID-19, including testing for all crew and talent. Masks were required on set and departments maintained social distancing. Dugud handled the full-service production from set design, casting, and wardrobe with photography and still retouching.
Savor the spirit of safety with a few select images below.
CONNECTED COAST TO COAST
As part of our ongoing partnership with Macerich, we added their network of spectacular digital displays into our local content shoots to capture even more branding opportunities. From the coasts of Los Angeles and New York into the heart of Chicago, Philadelphia and more, we filmed a host of different advertising displays that utilize top-of-the-line technology to connect consumers. We filmed in eight different centers across the nation before bringing it back to the edit bay, and ultimately, here to you. For more information on Macerich’s media network, visit here.
A NEW DECADE FOR DECADENCE
As part of our ongoing partnership with Macerich, we developed a new still photography and video package to kick off a new decade. We sought to create fresh, trendy images that span the course of early year holidays like Valentine’s and St. Patrick’s Days all the way through Prom.
From purple’s reign to the glory of glitter, these trends are sure to keep you ahead of the pack this season.
FROM RUNWAYS TO HALLWAYS
School is officially back in session and so are the fall fashions taking over the runways and hallways. For this season’s shoot we wanted to bring some fun and flare to people’s everyday wardrobe.
Our collaboration with Macerich Shopping Centers recreated looks from the season's top designers - such as Fendi, Versace, and Phillip Lim. We wanted to mix together high and low fashion to meet a variety of price points. Our hope was to inspire consumers to invest in key pieces that would update their wardrobe with versatility. With a nod to the 80s comedy, Heathers, we created throwback looks that are all about prep with an accurate amount of bougie. Ascots, the power shoulder, and layered sports coats create this signature look.
The Dugud Lab team hit the ground running for a two-day shoot in New York City with locations sprawling from a gorgeous Instagrammable loft in Soho to a new, hip wine bar in Brooklyn, Tailfeather. The perfect locations to explore what will be a trend that influences fall fashion - camp. Thanks to this year’s Met Gala theme, fashion takes a deeper dive into the abrupt, extravagant, and over-the-top. Graphic messages, dramatic asymmetrical cuts, inserting feathers in unexpected ways, oversized bows, and playing with scale are the easiest ways to translate to your everyday wardrobe. Ultimately we set out to capture looks that are perfect for any fall social gathering or adorned on the coolest kid on the playground.
CREATING HOLIDAY MAGIC
With the holidays quickly approaching, we look back to our 2018 holiday campaign and how we brought the magic and excitement of the season to life with Macerich Shopping Centers. In this project, we celebrated looks adorned in metallics, jewel tones, and bold statements.
Over the course of two days, the Dugud Lab team got into the holiday spirit! From developing creative, casting, sourcing art, shooting, through post-production, we encapsulated the joys of the season in a beautiful Brooklyn brownstone and interior design studio. Our team worked tirelessly to make sure every detail was perfect.
Dugud Lab reimagined the holidays with bright colorful backgrounds, a non-traditional tree in the form of a cactus, and beautifully made centerpiece displays. We wanted to focus on community, traditions, and both high-end and affordable styles. Remember the wonder and joy of the holidays with a quick look behind the scenes.
MAY WE MALIBU
We’re on our way to summer! You’ve followed our partnership with Macerich Shopping Centers along through January, February, March and April. Now, we’re walking on sunshine with all things summer fashion. Whether it’s a walk on the beach with your favorite person, summer picnics, Prom, or just pulling out your favorite floral jumpsuit, there’s bound to be a look for everyone. Denim blues were popular this season, especially with pops of mustard.
We love the home vignettes that prop stylist, Jaclyn Kershek, was able to create. She even borrowed some materials from make-up artist, Denise Bugarin’s, kit to create a make-up flat lay that was all love.
Dance your way through the image galleries we created to inspire us through summer lovin’.
COLOR ME MARCH
Contrary to popular belief, the first day of Spring is in March - not April. So we teamed up with Macerich Shopping Centers to capture the best patterns and colors for Spring fashion. Living Coral is the Pantone color for 2019, and so co-founder and Creative Director, Zack McDowell, incorporated the color of the year - along with other bold colors - into the series.
Read more here on how Macerich x Dugud Lab will continue the tradition of Spring fashion, with light bright tones and floral prints. April is almost here, and Spring will be in full effect!
NEW YEAR, NEW TRENDS
January is the longest month of the year and it feels that way too. We’re in the thick of winter in New York City. Folks are wrapped tightly in coats and scarves, but fashion never lacks. Macerich Shopping Centers partnered with us to roll out a social campaign for winter fashions, suitable for the elements. We tried to warm up winter by spending time in studio with Breanna, Chris and Maria before moving over to a brownstone with Shin, Maiko and Misty.
Once you’re finished with the January images, we'll hold your hand into February. Here’s why we admire the month of love.
