Macy’s Fourth of July Fireworks 2022

As Creative Director for the 2022 Macy’s Fireworks Creative Campaign, I worked to refresh the campaign as it stood by thinking of this year’s updates as a sequel of sorts: what are the stories within last year’s work that we had yet to tell, all set within the same world?

With dream collaborator Jon Contino back once more - alongside my small but mighty creative team of two - we focused on telling the story of a wildly optimistic, back in action, loud and proud America (and subsequent show), filled to the brim with energy, excitement, attitude, and lots of fireworks.

“…The identity features two bad-ass typefaces with a lot of personality and a little of that New York no-bullshit attitude but it never gets overly serious as complemented by the fun spot illustrations and graphics that depict everything from NYC classics like pretzels and hot dogs to an eagle wearing shades, along with some fun typographic badges like the neon-esque “NYC”. Overall, what you see is what you get and what I see is unadulterated visual fun, so props to Macy’s for going with this.” - Under Consideration’s Brand New