Macy’s 100th Thanksgiving Day Parade

“100 Parades in the Making.”

For the Parade’s landmark 100th edition, I led the creative branding process end to end—from writing the brief and selecting Pentagram to shaping the strategy, directing the work, writing copy, presenting to leadership, aligning stakeholders, managing contracts, and guiding execution across the Macy’s organization.

With extraordinary scale, visibility, and pressure, I served as the creative center of the project—turning countless voices and deliverables into one cohesive brand world.

The identity honors a century of shared tradition while building a flexible system for the Parade’s future. Launched during Macy’s 50th Fourth of July Fireworks broadcast, it now lives across broadcast, live experience, digital, social, retail, product, and partnerships.

Much more to come.