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CityCenterDC’s “Find Your Joy” Campaign Wins an Emmy

Hines and Design Army win 2020 Emmy for Global Marketing Campaign.


Washington, DC (september 10, 2021)

CityCenterDC announced that, on June 26, 2021, at the 63rd Annual National Capital Emmy® Awards, it received an Emmy Award from the National Academy of Television Arts & Sciences in the Commercial – Campaign category for its “Find Your Joy” broadcast commercials. CityCenterDC, part of the fabric of Washington, DC, produced the “Find Your Joy” campaign to highlight the joyful experiences found throughout the landmark, mixed-use development. 

“We are elated that ‘Find Your Joy’ has been honored with such a notable award for our 2020 television commercials. CityCenterDC is always looking for ways to spread joy by creating unique and memorable moments, whether big or small. This campaign allowed us to share some of the every-day joyful moments that we create for visitors at CityCenterDC,” said Timothy R. Lowery, general manager of CityCenterDC. “Whether it’s bringing your family to explore Palmer Alley, strolling through the Farmers Market on your lunch break, or shopping for your next treasured piece, at CityCenterDC we have curated each space to spark joy in all you experience.”

“Find Your Joy” evolved from the 2017 campaign “District of Joy”, which also won an Emmy Award at the 60th Annual National Capital Emmy® Awards in 2018. The “District of Joy” campaign featured the spirit of DC through vibrant fashion, dance, and 1960s-style glam. As an extension of the campaign, “Find Your Joy” featured the small moments we all have come to appreciate. The campaign displayed the creation of a space for everyone to experience CityCenterDC, in the heart of the city, bringing Washingtonians together through experiential art, delicious dining, and style. 

“This campaign exceeded our expectations by bringing happiness and optimism to our consumers,” said Pum Lefebure, co-founder and chief creative officer of Design Army, the DC-based creative firm behind the campaign. “When creating ‘Find Your Joy’ we wanted to highlight the often-overlooked moments which create such euphoria in everyday life. Our goal was to show the Washington, DC community how they could enjoy this uniquely crafted space with loved ones; we are thrilled each day to see that vision come to life.”

Photographed are Executive Producer Timothy R. Lowery, Director Dean Alexander, and Creative Director Pum Lefebure. Photo Credit: Dean Alexander Photography.

The campaign was produced by Dean Alexander Productions, Inc. The below individuals and organizations made this campaign possible. 

CityCenterDC: CityCenterDC
CityCenterDC General Manager: Timothy R Lowery
CityCenterDC Director of Marketing: Melissa King

Creative Agency: DESIGN ARMY
Chief Creative Officer: Pum Lefebure
CEO: Jake Lefebure
Director and DP: Dean Alexander

Director of Photography: Kyle Deitz
Editor: David Grossbach

Stylist: Christine de Lassus
Makeup: Dale Johnson
Set Design: Amaryllis Inc.
Modeling Agencies: THE Artist Agency, Muse Management NYC and WILHELMINA
Music Composer: Paul Hutson

825 10th St NW, Washington, DC 20001


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