Macy’s department stores are known for their generous end-of-summer deals. They came to Movie Prop Rentals to deck out a simple ad with colorful props that conveyed the excitement and light, airy vibe of summer. The blue skies and sand were easy to find when filming in a location like Miami, but we had to hit the studio to come up with just the right custom prop to suit the sale.
What We Did
We perused the Macy’s summer catalogs to get ideas for a 15-second spot. It was lots of pool floats, surfboards, swimming pools, balloons, cameras, bikes, convertibles, and beach sports.
Our concept all started with a Photoshopped Macy’s star made of surfboards. From there, the commercial began to take form: there would be six surfboards, six sides of the star, six actors, six balloon letters that spelled “summer.” Beginning to see the pattern?
Yet, amid all this symmetry, we wanted a carefree playfulness and a bit of quirky individualism worked in. So we had a bunch of different props on set to see which items the actors and directors preferred. Our camera crew loved the giant inflatable flamingoes – so much so that they were wearing them wherever they went on set! – but they didn’t end up making the final shot.
We also had beach balls, bongos, umbrella beach chairs, and sandcastle building toys on standby, if necessary. The rainbow camera was a hit. We’ve yet to see someone resist the little blue ukulele. Another gentleman liked the red, generic “lifeguard” hat. The rainbow pinwheel and super tall lifeguard stand were selected for the final shots as well.
The stars of the commercial were the six, custom-designed, full-sized surfboards in vibrant neon green, pink, orange, yellow, and blue built exclusively for Macy’s in our fabrication studio. All these surfboards were fabricated out of thin air in just two days!
Insider Perspective
“An interesting fact about the surfboards,” explains Art Director Jerry Blohm, “is that they had to be in precise dimensions that could fit together to make a perfect star, which would be captured from overhead by a drone.”
“I just remember there being 20 mile-per-hour winds that day,” recalls Art Director Graylan Franklin. “We were stringing up sheets and light bounce boards, trying to hold it all together, despite Mother Nature’s best efforts. All in a day’s work!”
Movie Prop Rentals Fabricates Custom Props – and FAST!
Around here, we like to say we can do almost anything in a week or two, and make the “impossible” possible in three. When you need the perfect prop you’ve envisioned in your mind’s eye, but it doesn’t exist yet, we’re your “go-to” group to get it done. We not only have two prop warehouses in Miami and Atlanta filled to the brim with stuff, but we’ve also got our own in-house 3D foam printing, carving, and fabrication studio where we can bring any idea to life.
We’ve made everything from dinosaurs and ancient temples to giant, realistic food and Alice’s Wonderland. We ship anywhere in the USA and assist with commercial set staging. Since every project is so unique, it’s difficult for us to ballpark estimate without discussing the details. Contact us for a free, no-obligation custom TV Set Design quote.
