Macy’s Thanksgiving Day Parade 2025

You are HERE — in the space between the 99th and 100th Parades.

We don’t usually call out the Parade number this distinctly, but 99 had a specific kind of electricity — a once-in-a-century tension point on the way to 100. So the system leaned into it: bold, celebratory typography; autumnal jewel tones expanded through editorial photography; and a visual language that evolves the 2025 Wonderful Stories holiday campaign from Macy’s into something engineered specifically for Macy’s “Gift to America,” ribbons and all.

What you’re seeing here is still just a slice of the hundreds of cross-media touchpoints we concept and produce — broadcast, digital, social, print, environmental, editorial capture, credentials, signage, merch, press, and beyond — the full ecosystem that has to scale, read, and connect everywhere the Parade shows up.

Beyond the visual identity, I’m equally proud of the strategic thinking that shaped it. Clearly defining this event as the 99th Parade — and intentionally establishing a runway into our 100th in 2026 — was an approach I developed to frame the Parade as the first chapter in a multi-year narrative arc. That structure created forward momentum, built sustained anticipation, and strengthened how audiences engaged with the brand across every touchpoint.

And the results made it unmistakable: viewership climbed more than 10%, with over 34 million viewers tuning in — the highest-rated Parade in its history.