You can’t think of Sarah Jessica Parker without thinking of New York. For the launch of the SJP Collection at Bloomingdale’s, the campaign places Sarah Jessica Parker squarely in her element—throughout the legendary 59th Street flagship.

Positioned as the ultimate New York icon, SJP brings the collection to life through the city that defines her. To extend the moment beyond the imagery, unsuspecting New Yorkers were surprised with “Fash Cab”—a filmed, in-cab Q&A game where riders had the chance to win a free pair of SJP Collection shoes.

I led a team through the full creative proces —from concept to execution—across in-store, print, digital, social, and video.