In 2021, Macy’s wanted to make a splash as New York City’s first city-wide live-action event since the COVID-19 pandemic. They reached out to us again in 2022 to do an even bigger version of our campaign. This was a tribute to the fact that our first campaign was so successful that they wanted to expand it for the following year, something Macy’s has never done before.
Work
Create a new campaign identity for Macy’s legendary event.
All brand marks, illustrations, posters, messaging and direction created by us while all experience and execution were under our direct supervision.
The goal was to create a fun and inviting atmosphere to celebrate the city’s resurgence back into normalcy while still evoking nostalgic and patriotic imagery for the television broadcast and thousands upon thousands of tourists that also attended the event.
Results
For two years in a row, this campaign blanketed New York City and along the East River during the city’s most walked-about days of the year.
2021 and 2022 both posted record numbers of in-person viewers, a feat Macy’s feared would take much longer to accomplish due to the pandemic.
