I wrote the copy and worked with design partners to conceive of a fun, interactive letter-writing experience for the tenth year of Macy’s Believe campaign. During the 2017 holiday season, believers of every age were encouraged to write letters to Santa. For every letter received, Macy’s donated $1 to Make-A-Wish®, up to $1 million, to grant the wishes of children with life-threatening medical conditions. On National Believe Day, Macy’s doubled their donations. At the end of the campaign, Macy’s raised $2 million.

Macy’s Fireworks Show is a big deal—so my team created a website chocked full of information and interactive features to promote the nation’s largest fireworks display. I created the concept and copy for “What’s Your Idea of 4th of July Fun?” The fun-to-play flowchart was geo-targeted for site visitors outside of the NYC region. They were encouraged to navigate the game through a series of prompts and questions that described different takes on holiday fun. Plus, I wrote copy for some of the locales in the neighborhood guides as well as all the night-of-fireworks viewing points, musical score and fireworks infographics, talent bios and more.