September 10, 2021

Hines and Design Army win 2020 Emmy for Global Marketing Campaign

WASHINGTON, D.C. (September 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

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About CityCenterDC:
CITYCENTERDC ( is a unique, pedestrian-friendly, 10-acre mixed-use development, located in the heart of downtown Washington, D.C. Developed by Hines and Qatari Diar, the project is home to more than 221,000 square feet of retail space, 520,000 square feet of prime office space, 458 rental apartment units and 216 condominium units, a 360 room hotel, a 1,550-space parking garage, a public park, a central plaza and pedestrian-oriented streets and alleyways.

About Hines:
Hines is a privately owned global real estate investment firm founded in 1957 with a presence in 225 cities in 25 countries. Hines has approximately $144.1 billion of assets under management, including $75.5 billion for which Hines serves as investment manager, including non-real estate assets, and $68.6 billion for which Hines provides third-party property-level services. The firm has 165 developments currently underway around the world. Historically, Hines has developed, redeveloped, or acquired 1,426 properties, totaling over 472 million square feet. The firm’s current property and asset management portfolio includes 576 properties, representing over 246 million square feet. With extensive experience in investments across the risk spectrum and all property types, and a pioneering commitment to sustainability, Hines is one of the largest and most-respected real estate organizations in the world. Visit for more information. 1AUM includes both the global Hines organization as well as RIA AUM.

About Design Army:
From its Washington, D.C. headquarters, Design Army is making its mark on the world, while winning acclaim from clients and peers in the process. The multi-disciplinary brand and creative agency has forged alliances with industry leaders and connected with global audiences. Their projects range in size and scope for clients that span across industries – from hospitality to the arts and entertainment to consumer-packaged goods and retail. Clients include, The Academy Awards, Disney, CityCenterDC, The Broadway League, The Hay-Adams Hotel, Human Rights Campaign, Neenah Paper, The Ritz-Carlton, PepsiCo, Smithsonian Institute, University of Virginia, Washingtonian Magazine, and the Washington Ballet. Design Army has been featured in numerous online and print publications, including Adweek, Fastco, Huffington Post, Forbes and The Guardian. Additionally, Design Army has been recognized by the AIGA 365, ADDYs, CLIO Awards, London International Awards, ADC Global, the One Show, and EMMYs. To see their work please visit

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