Macy’s Fireworks: Go Team!

One show. One brand. One month.

After leading a top-to-bottom rebrand of the Macy’s Fourth of July Fireworks, I saw the next opportunity: bringing the NBC broadcast into the same creative world for the first time. It was my idea and pitch, driven by a belief that every expression of the event—from advertising and product to the live experience and national broadcast—should feel singular.

That opportunity was built on years of dreaming, relationship-building, and trust with our broadcast partners. Once it arrived, I led the entire campaign and team from concept through execution in roughly one month. I personally selected Jon Contino as our creative partner and directed a completely new system spanning brand, broadcast, advertising, digital, product, and event collateral.

The creative combined rare photography of the Fireworks with custom typography and a visual language inspired by the confidence of sports branding—patriotic without feeling predictable, elevated without losing the energy of the crowd. Somewhere in the process, George Michael’s “Freedom” became my unofficial soundtrack. The result gave America’s largest Independence Day celebration one cohesive identity across every screen, surface, and experience: bold, fashionable, and built for the biggest fans in the country.