Coming out of bankruptcy and a diminished U.S. presence for the past couple years, Toys 'R' Us entered a new partnership with Macy's to secure a dedicated space in each of Macy's 500+ stores.

For the launch, we needed to make a splash on social media. What, or who, is Toys 'R' Us most recognizable brand piece? Geoffrey the Giraffe.

Below are some of my favorite pieces of the past 2 years.

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This was such a fun and at first embarrassing experience for me. I concepted, art directed, shot and edited this piece that lived on TikTok and Instagram. It was so fun taking plush Geoffrey around the city and having a tourist day in his new city and HQ.

▶︎ 90k+ views ♥︎ 3,000+ likes ☻ 120+ comments

To play into the nostalgia, we concepted this 90's-esque Super Toy Run to coincide with Geoffrey's birthday. He had 5 minutes to grab as many toys as possible in one of the new Toys 'R' Us spaces in Macy's.

credits: JJ Rodo (videography), Gabe McFadden (concept)

▶︎ 252k+ views ♥︎ 6,300+ likes ☻ 90+ comments

We needed a quick-turn post to celebrate 90 years of LEGO. I concepted, art directed, shot and edited this happy birthday video from my apartment in Brooklyn using LEGO products that Macy's sells.

This giant lego head was a perfect way to gain immediate brand recognition for LEGO fans and doubled as a vessel to conceal the birthday cake for a surprise and delight moment when I opened up its head, placed the candles and lit the sparklers.

We also joined in on LEGO's existing 90-second challenge where you have 90 seconds to complete a creation. My partner and I filmed this in our apartment as we both raced against the clock to complete our LEGO Classic animal creations.

▶︎ 44k+ views ♥︎ 5,800+ likes ☻ 270+ comments

To announce the new partnership in 2021, we needed a quick-turn concept that we could shoot and edit for a 3-day turnaround. Gabe McFadden, Manager of Editorial Voice at Macy's, and I concepted and executed this idea where we had Geoffrey popping in and out of the bag riding different toys.

credits: Gabe McFadden, Carlos R. Moore (videography), Alexis Herrera (photography)