Macy’s 4th of July Fireworks 50

50 years. One unmistakable identity, built to move everywhere.

For its milestone 50th anniversary, Macy’s Fireworks needed a visual world equal to the scale, energy, and optimism of an American tradition—and ready to illuminate every screen, street, and skyline.

I originated the brief, selected and managed Pentagram, and led the creative direction from strategy and copy through presentations, partner feedback, stakeholder alignment, execution, and rollout.

The challenge was translating Macy’s company-wide marketing campaign into a world that felt distinctly Fireworks. The resulting system carried one milestone story across broadcast, live experience, Times Square, NYSE, retail, social, OOH, digital, partnerships, and more—cohesive at every scale, but flexible enough to evolve in real time.

The anniversary reached 11.2 million viewers across NBC, Peacock, and Telemundo—the franchise’s strongest performance since 2018—with total viewership up 59% year over year.