Technicolor World

Bringing the Extraordinary to Downtown DC – CityCenter DC

CityCenterDC is a landmark mixed-use development that houses some of the finest names in luxury shopping and dining, including Hermés, Gucci, Louis Vuitton, Milk Bar, and Momofuku.

Wanting to boost awareness and strengthen their market presence, we were approached by CityCenterDC. Recognizing the need to move perception of the property from a product-driven shopping center, to a joyous place of experiences, we created a fully integrated campaign. “The District of Joy” was born — built around the five senses; the centerpiece of the campaign is a whimsical video featuring dancers from the Washington Ballet.

To further extend the “The District of Joy” experience we created a series of print ads, bringing the film’s vibrant energy to life across all channels.

The approach for print was to focus on everything CityCenterDC has to offer. From a magical cocktail, to an unexpected dinner date, the joyous experience is showcased in the whimsical print ads, strengthening brand presence throughout all campaign touch points.

Redesigning CityCenterDC’s website to match the spirit of their rebrand, we used key images, video, and an engaging brand voice to transform the site into a dynamic web experience. Using cuts of “The District of Joy” film, we fully extended the campaign into a wide range of digital channels through media banners, paid social ads and e-blasts. Going one step further, we created surprising out-of-home experiences.