In November of 2021, the Peacock streaming service worked with Macy’s to build a brand new float for the Macy’s Thanksgiving Day Parade, which airs on NBC each year. The float was a first for Macy’s as it featured a digital screen – something no other float has had in 95 years. I received a rare opportunity to personally design the motion graphics that circled the stage of the float.
Working with Macy’s and the SVP of Creative, I found playful ways to use the Peacock “spine” – an element of the logo, to circle the stage, moving from panel to panel. As it turns out, Macy’s is very against brands using the parade to promote themselves (even with the abundance of commercial characters and sponsorships). Eventually we found a happy middle ground that was delivered as a video file while the Peacock float was being constructed.
Skills Involved
OOH Activation Design and Art Direction, Motion Graphics
Agencies / Studios
Peacock Creative (Internal), Macy’s
When
November 2021 – 2024
Building The Float
Below you can see an exclusive Today Show segment where a Macy’s representative highlights the new floats expected for the 2021 parade. As he noted, there’s a lot of “high-tech” included on the float (cameras, LED screens, etc.), and in the background you can see the animation circling the stage where Girls5eva performed that year.
Title
Macy’s 96th Thanksgiving Day Parade (2022) – Bumper In Berlin
Tools / Skills
After Effects, Activation Design
Summary
Although it was rainy the following year, in celebration of Peacock’s original series Pitch Perfect: Bumper in Berlin, Adam DeVine, Flula Borg, and Sarah Hyland took to the stage to perform “99 Red Balloons“. Each year the float was surrounded by volunteers, often dressed in yellow (Peacock’s primary color at the time).
Title
Macy’s 97th Thanksgiving Day Parade (2023) – Bel-Air
Tools / Skills
After Effects, Activation Design
Summary
In 2023, from the Peacock original drama Bel-Air, Jabari Banks got a chance to perform “We Are The Champions”. The following year I had a chance to work with Jabari and the cast to help shoot and design the key art for Season 3.
Title
Macy’s 98th Thanksgiving Day Parade (2024) – Love Island
Tools / Skills
After Effects, Activation Design
Summary
With the animation still running, Ariana Madix performed on the float in 2024 (host of Peacock’s Love Island). I had a chance to work on Love Island Season 7, Love Island Beyond The Villa, and Love Island Games in many different capacities (editing, motion graphics, and design).
Behind The Scenes
I got a rare glimpse into the Macy’s warehouse where they were constructing the float in 2021. This clip below shows the animation in motion and how it interacts with the panels on the stage. There’s a notable gap in the front and back where yellow arches were placed. My goal was to allow each color to have its moment.
Gallery Images
Below is a collection of still imagery taken over the years that showcase the float as it makes its way down to 34th street. I was fortunate enough to attend the parade in-person on 34th street and sit in front of the Macy’s star to capture some stills.
