The Christmas Spectacular at Radio City is a show like no other. From kicklines to dancing Santas, the Rockettes deliver holiday magic every single night.
In their 100th year, we chose to center the creative campaign around the strength, athleticism, and sisterhood of the women and their dance.
The hook: The Rockettes have set the stage, and spectacular is happening in finally happening again in NYC. See it for yourself at Radio City Music Hall!
Bonus content: To film this, we had to shoot from 11PM - 5AM in order to shut down the street. This timeframe happens to be the witching hour to New York cockroaches. The Rockettes are champions!
This isn't just any holiday tradition. It's the holiday tradition. For a century, the Rockettes have been perfecting their art. From costume changes to dynamic choreo, they've made their holiday season a spectacle.
To showcase their 100th year, we put together this paid social campaign that highlights and emphasizes everything the troupe stands for: sisterhood, tradition, and precision. Beyond that, they also just look really dang good and play really dang well on social platforms.
These concepts were captured at a content day we got approved specifically for this campaign, which was a big budgeting win!
With the Rockettes troupe changing every season, I was asked to come up with a new way to tap audiences without using photography or show footage.
I put together an entire audio-based campaign using revamped copy, some killer animation, and a Rockettes-owned music bed.
This campaign led to record-breaking audition applicants in the 2025-26 Christmas Spectacular season.
With a line as bold as “join the line that defines spectacular”, it felt important to me to actually show the line.
Simple, quick, and effective fixes are what I’m all about, and this carousel allowed us to drive engagement, allowing us to target interested dancers even further throughout our campaign.