Design Army’s “District of Joy” campaign won an Emmy® in the Commercial–Single Spot category at the 60th Annual National Capital Emmy® awards, held June 23 at the Bethesda North Marriott Hotel and Conference Center.

“The District of Joy” campaign, launched in 2017 to support the new shopping district CityCenterDC, featured a centerpiece film that the agency described as “a two-minute romp … like a West Side Story + Austin Powers + 1960s fashion glam mashup.””

When the campaign was released, the ad was an Adweek ad of the day and the article stated that the video “stars dancers from the Washington Ballet, which is another Design Army client, and the dancing was choreographed by Septime Webre, the former longtime artistic director of the ballet.”

According to The Washington Post, filming of the spot took place “in the early morning hours of a blustery October weekend. “We started at 4 a.m.,” says (Design Army’s Pum) Lefebure. “It was freezing cold, but we wanted to shoot before the leaves were off the trees. The finale was so windy for the dancers — they were such troopers.” You can check out The Washington Post’s story here.

Below is the team that worked on the campaign.
Creative Agency: DESIGN ARMY
Chief Creative Officer: Pum Lefebure
CEO: Jake Lefebure
Art director: Heloise Condroyer, Sucha Becky
Account Director: Ann Vogel
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Director and DP: Dean Alexander Photography​
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Choreographer: Septime Webre
Lead Dancer: Dan Roberge
Dancers: The Washington Ballet
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Stylist: Christine de Lassus
Makeup: Dale Johnson
Hair Stylist: Yoichi Tomizawa
Model Agency: T H E Artist Agency
Model Agency: Modelogic
Model Agency: Fenton Models
Model Agency: Muse Models NYC
Florals: Sidra Forman
Prop Design: Amaryllis, Inc. Floral + Event Design​
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Colorgrade: NOISE CVLT Studios​
Sound Design: Nylon Studios
CityCenterDC: CityCenterDC
CityCenterDC General Manager: Timothy R Lowery
CityCenterDC Director of Marketing (Former): Whitney Burns

CityCenterDC Assistant Director of Marketing: Cristian Becker

In addition, Design Army’s “The (very) Political Collection” campaign won a gold National Addy Award ® in the Packaging Campaign category at the 2018 American Advertising Awards.

Design Army collaborated with Harper Macaw to design a limited edition series of chocolate bars to pay homage to the agency and the client’s D.C. roots during the election year. The packaging in red,white and blue with bold graphics and customized illustrations were designed to be provocative with each chocolate bar representing a political party, issue or phrase, from Left Wing to Tea Party to Filibuster.

According to Design Army, “Touching every part of the project, design and copywriting to product creation, Design Army and Harper Macaw’s collaboration resulted in flavors based on “characters” for each bar – from Red State with its mix of red berries and chocolate to Left Wing, which was full of “nuts” .

“In the end six unique flavors were developed and six unique designs were created, adding humor to a high-stakes time; and as GD USA wrote, “some much needed sweetness to the campaign trail”.”

Below is the team that worked on the campaign.
Pum Lefebure, Co-Founder & Chief Creative Officer
Jake Lefebure, CEO & Co-Founder
Mariela Hsu & Sucha Becky, Art Director
Lillian Ling, Senior Designer
Gabriela Hernandez, Senior Designer
Paul Dunbar, Designer
Mark Welsh, Copywriter

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