Macy’s Parade Gives

Turning an icon of celebration into a platform for giving.

After winning Macy’s 2020 Branded Entertainment Pitch Day, I became the creative and strategic lead for Macy’s Parade Gives—an initiative I conceived to unite the Parade’s charitable work under one purposeful platform. Drawing on my previous experience as Art Director for Cause Marketing at Macy’s, I created a three-part strategy designed to make giving as central to the Parade experience as celebration itself.

I led the concept, brand identity, storytelling, and cross-functional connections from the ground up. The platform brought greater visibility to Macy’s existing charitable efforts, introduced a new partnership with Meals on Wheels through the Macy’s Gives team, and invited passionate Parade volunteers—many of whom could not participate in the 2020 event—to serve their own communities instead. Partner teams helped lead the volunteer and charitable activations while I shaped the creative vision connecting every piece.

Parade Gives transformed separate acts of service into one cohesive expression of the brand’s values. It gave volunteers a meaningful way to remain part of the tradition, brought new attention to community partners, and demonstrated that the Parade could be more than a beloved event—it could also be a powerful platform for collective good.