Agency: Design Army
Client: CityCenterDC
Celebrating You embraces “luxury for everyone” by tapping into customers’ feelings of anticipation; a collective excitement that comes from knowing at CityCenterDC you’ll enjoy real life personal service; be applauded for your personal style; and discover the best of food, fashion, and experiences all at one magnetic destination. It reframes what “luxury looks like” through an egalitarian, inclusive lens, showing many different customers with many different personal styles converging at CityCenterDC The Celebrating You film celebrates self-expression with a crazy, quirky train journey full of eclectic characters of every age and style sense. The campaign features over 50 models and a creative crew of specialized talent that filmed and photographed for 3 days to capture a slice of life at CityCenterDC. Backdropped by DC’s majestic landmarks, the meticulously art directed, anything-but-typical film explodes with eye-popping color and the unexpected—from 1940s jazz music with a twist of Hip Hop to over-the-top forks, show horses, and more. Results have been successful with many earned media impressions and web traffic increasing 25% from last year, foot traffic exceeded 30,000 per month with shoppers staying 2.5 hours on average, and the video received 2.8M completed views across owned, streamed, and paid placements.
Additional Credits
Timothy R. Lowery, CCDC General Manager
Dean Alexander, Director
Pum Lefebure, Chief Creative Office
Heloise Condroyer, Creative Director
Sucha Becky, Mariela Hsu, Tony Kim, Designers
Jake Lefebure, Project Manager