The brief was to create a 3d paper model to be photographed and used on all the promotional pieces for the 84th Thanksgiving Day Parade in New York in November 2010.
There were a number of elements that had to be included for the main poster image - the store, the large helium balloonicles of the parade sponsors that float above the various floats, the Macy's Santa and Thanksgiving Turkey floats, The clowns, various marching bands, etc. In addition, all the elements had to be reshot individually for further use on various market materials and on the Macy's website.
It was a very challenging brief, with all the sponsors to please as well as Macy's, but the outcome was universally well received.
A drawing was sent to the client for approval before making the individual elements:
The elements were then used as cutouts on various marketing materials:
The pieces were then put together to form the final image:
Photography by Jonny Thompson
