concept •art direction •illustration
One of South Dakota's most fun traditions is their float in the Macy's Thanksgiving Day Parade. Mount Rushmore stands tall high above parade-goers, with our fun Rushmore mascots drumming up excitement along the way. This year we wanted to let the viewers at home play along, and make sure they were watching out for South Dakota's float in particular. So we came up with a game--one of the Rushmore mascots would hang onto a plush turkey during the parade, and you had to be watching to know which one. Entering the correct president on the entry page would enter you into a drawing to win a trip to South Dakota. To get the word out, we created fun, retro game inspired social videos to let people know what to look out for.