kate spade new york
SUMMER 2021
kate spade new york, known for its colorful, irrepressible spirit, tapped Zast&Co. to create a unique campaign: one that could spark a chain reaction of joy, hope, and human connection after a truly unprecedented year.
So we wrote a love letter to New York. Or should we say choreographed one? Reimagining the Judy Garland classic “Get Happy,” we partnered with director Dylan Pearce and a talented cast of New York performers (whose careers were put on hold during the pandemic) to create a smile-inducing call to action — to revive, to re-emerge, to get happy.
TikTok Challenge
Leaning into the viral nature of music and dance on TikTok, we amplified the campaign by partnering with TikTok creators Todrick Hall and Kelli Erdmann, who collaborated with Dylan Pearce to develop eight beats of TikTok-ripe choreography and integrate them into the campaign film.
Building on the content @todrick and @happykelli created, kate spade launched the #katespadenyhappydance challenge to spread the energy of the campaign to TikTok users around the world. In the first four days, the hashtag reached over 4 billion views.
Photography
We were thrilled to work with street photographer Gus Powell, who captured the kinetic energy of the campaign in his pictures.
Behind the Scenes
Services Provided
CAMPAIGN CONCEPT
CAMPAIGN STRATEGY
CREATIVE DIRECTION
ASSETS CREATED:
FILM, PRINT, OUT-OF-HOME, BTS
The Team
Theresa Canning Zast
Meredith Bergonzi
Lauren O’Neill
Khira Jordan
Jackie Blum
Molly McManus
in collaboration with the team at kate spade
Director + Choreographer: Dylan Pearce
Assistant Choreographer: Nina Hudson
Photography: Gus Powell
Stylist: Stella Greenspan
Behind The Scenes Video: Anthony Garrison
Vocals: Inès Nassara
Hair: Rubi Jones
Makeup: Cassandra Garcia
Production Company: Good Company
Music Production: Mophonics