Macy’s Holiday Celebrations 2021

In 2021, Macy’s Christmas Events - newly named “Macy’s Holiday Celebrations” - were expanded upon in full force, with a branding system that now extends beyond its typical scope (branding, marketing, event collateral, etc.) featuring bespoke product, distinct copy direction, brand new interactive experiences, and a tie-in to Macy’s Holiday Campaign at large. This system, which exists to promote both online and in-store experiences for the very first time, is meant to purposefully play upon the tone and aesthetic successfully created for the newly branded Macy’s Thanksgiving Day Parade, continuing to leverage the optimism and festive spirit Macy’s is known and beloved for, especially during the Holidays.

In addition to my work bringing Macy’s Holiday Celebrations to life, I was also a founding member of the team responsible for developing “Tiptoe”, the star of the aforementioned 2021 Macy’s Holiday Campaign. After those initial ideations, where the entirety of Macy’s Marketing then brought the campaign to life, I was also directly responsible for layering in Tiptoe throughout Macy’s Branded Entertainment’s marketing initiatives (for both the Parade and Holiday Celebrations) with carefully curated illustrations and numerous creative executions.

I’m also proud to say that this campaign features Macy’s first illustration starring Mrs. Claus, the magic behind - no, alongside* - the man.