CityCenterDC “Celebrating You”
Forget NYC Fashion Week: DC just hit the style spotlight with Design Army’s NEW CityCenterDC campaign—redefining luxury like you’ve never seen and repositioning our nation’s capital as the creative/fashion-forward city it actually is. AND in the MOST fun, whimsical way ever! The wildly witty spot for the city’s BIGGEST shopping and dining district celebrates self-expression to the ultimate with a crazy, quirky train journey full of eclectic characters (foodies, funsters, fashionistas) of every age and style sense. All on the fast track to a place where creativity is applauded. Backdropped by DC’s majestic landmarks, the meticulously art directed, anything-but-typical campaign 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. Even the custom typography has personality all its own. Seriously, it’s the best show of how style is truly ageless. What’s more luxurious than that?
Date: 2022
Client: CityCenterDC | Hines
Creative Agency: Design Army
Role: Designer
Work: Campaign / Branding / Identity / Print / Journal / Newsletter / Film / Production / Conceptualization / Research
Client: CityCenterDC | Hines
Creative Agency: Design Army
Role: Designer
Work: Campaign / Branding / Identity / Print / Journal / Newsletter / Film / Production / Conceptualization / Research
PRINT AD
OOH: WILD POSTING
DIRECT MAILER
SOCIAL MEDIA CAMPAIGN
STILLS FROM FILM “CELEBRATING YOU”
BEHIND THE SCENES
CLIENT: CityCenterDC | Hines
General Manager: Timothy R. Lowery
Director of Marketing & Public Relations: Melissa Hudak King
Social Media & Events Coordinator: Daniela Rambal Pinero
CREATIVE AGENCY: Design Army
Co-Founder & Chief Creative Officer: Pum Lefebure
Co-Founder & Chief Executive Officer: Jake Lefebure
Creative Director: Heloise Condroyer
Creative Director: Sucha Becky
Creative Director: Mariela Hsu
Designer: Tony Kim
Copywriter: Mark Welsh
Animator: Jason Chae
Behind-the-Scenes & Social Media: Molly Stotts
VIDEO & PHOTOGRAPHY: Dean Alexander Productions
Director and Photographer: Dean Alexander
1st Assistant Director: Erin Winebrenner
Director of Photography: Andrew Strobridge
Camera Operator: Daniel St. Ours
Production Superviso: Timmi Wolff
Assistant Production Supervisor: Nancy Swenton
Photographer: Dean Alexander
Editor: David Grossbach
Sound Design: Simon Lister, Squeak E. Clean Studios
Colorgrade: Parker Jarvie, Company 3
VFX: Tonic.co
Retoucher: Supervision
Social Media Photographer: Seth Stenske
General Manager: Timothy R. Lowery
Director of Marketing & Public Relations: Melissa Hudak King
Social Media & Events Coordinator: Daniela Rambal Pinero
CREATIVE AGENCY: Design Army
Co-Founder & Chief Creative Officer: Pum Lefebure
Co-Founder & Chief Executive Officer: Jake Lefebure
Creative Director: Heloise Condroyer
Creative Director: Sucha Becky
Creative Director: Mariela Hsu
Designer: Tony Kim
Copywriter: Mark Welsh
Animator: Jason Chae
Behind-the-Scenes & Social Media: Molly Stotts
VIDEO & PHOTOGRAPHY: Dean Alexander Productions
Director and Photographer: Dean Alexander
1st Assistant Director: Erin Winebrenner
Director of Photography: Andrew Strobridge
Camera Operator: Daniel St. Ours
Production Superviso: Timmi Wolff
Assistant Production Supervisor: Nancy Swenton
Photographer: Dean Alexander
Editor: David Grossbach
Sound Design: Simon Lister, Squeak E. Clean Studios
Colorgrade: Parker Jarvie, Company 3
VFX: Tonic.co
Retoucher: Supervision
Social Media Photographer: Seth Stenske
CREW
Stylist: Christine de Lassus
Styling Assistant: Pedro Gonzalez
Hair Department Head: Ben Jones
Hair Assistant: Yukie Nammori
Hair Assistant: Christina Rendall
Makeup Department Head: Ai Yokomizo
Makeup Assistant: Elika Hilata
Makeup Assistant: Tanya Marques
Prop Master: Christopher Vazquez
Prop Assistant: Kelly Andres
Gaffer: Mark Hutchings
Best Boy Electric: Jason Shinsato
Electric: Shawn Baron
Electric: Joseph Woldemari
Key Grip: Scott Perryman
Best Boy Grip: Matt Brennan
Dolly Grip: Marc Elzey
E-Car Operator: Shawn Baron
Jib Operator: Joe Rose
Jib Assist: Hannah Oneda
Jib Assist: Mike Peters
DigiTech: Matthew Dandy
CAST
Ava Lendon
Akin Jaiye
Chen Xi
Sofia Tesmentiskaya
Noa Samassa
Christian Plauche
Joshua Smoot
Brianna Duffield
Carole Mancini
Larry Campbell
Horse - Bambi from Kay’s Acres
Horse Trainers - Jenn & Phoebe
EXTRAS
Aliyah Stephens
Connor Schwenk
Zac Trautman
Kloe Rihouey
Neema Rowe
Marc Marcomarcos
Karina Quintiliano
Wale Ariztos
Yana B.
Tiffany Daniels
Hakeemah
Dominique Fierro
Erin Hill
Stylist: Christine de Lassus
Styling Assistant: Pedro Gonzalez
Hair Department Head: Ben Jones
Hair Assistant: Yukie Nammori
Hair Assistant: Christina Rendall
Makeup Department Head: Ai Yokomizo
Makeup Assistant: Elika Hilata
Makeup Assistant: Tanya Marques
Prop Master: Christopher Vazquez
Prop Assistant: Kelly Andres
Gaffer: Mark Hutchings
Best Boy Electric: Jason Shinsato
Electric: Shawn Baron
Electric: Joseph Woldemari
Key Grip: Scott Perryman
Best Boy Grip: Matt Brennan
Dolly Grip: Marc Elzey
E-Car Operator: Shawn Baron
Jib Operator: Joe Rose
Jib Assist: Hannah Oneda
Jib Assist: Mike Peters
DigiTech: Matthew Dandy
CAST
Ava Lendon
Akin Jaiye
Chen Xi
Sofia Tesmentiskaya
Noa Samassa
Christian Plauche
Joshua Smoot
Brianna Duffield
Carole Mancini
Larry Campbell
Horse - Bambi from Kay’s Acres
Horse Trainers - Jenn & Phoebe
EXTRAS
Aliyah Stephens
Connor Schwenk
Zac Trautman
Kloe Rihouey
Neema Rowe
Marc Marcomarcos
Karina Quintiliano
Wale Ariztos
Yana B.
Tiffany Daniels
Hakeemah
Dominique Fierro
Erin Hill