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NBC and Macy’s Thanksgiving Day Parade 34th Street visual – How do we do it?

Jan 20, 2022

Thanks to our renowned expertise in project and print management, Team ITG were tapped to consult on the production of a 144’ x 42’ mural street graphic for the famous Macy’s Thanksgiving Day Parade.

Ken Madsen, Team ITG Project Consultant
“I’ve been doing this project for over 10 years now and I always get asked the same question – ‘how do you guys get this mural done and ready for live TV with all the crazy weather conditions, while still making it look great on Thanksgiving Day morning?’ Well, we finally did a time lapse recording of the project to show how the magic happens.”

The video below demonstrates the effort and detail that goes into this particular aspect of the Macy’s Thanksgiving Day Parade. Take a look!

This was a critical project for US broadcaster NBC, who have showcased the event on TV live from New York City every year since 1948. Our role was to oversee the smooth manufacturing and installation of the large street graphic on 34th Street in front of the Macy’s store, providing the project timeline, tasks, quality assurance and ensuring that the final product was fit for live nationwide television broadcast to over 15 million people.

In collaboration with NBC and C2 Imaging, we made sure graphic production and installation were completed on time and to the best possible standard, while also liaising with New York City’s Department of Transportation and the New York Police Department to close off the street for installer access only.

The mural itself was produced by C2 Imaging, with our team responsible for ensuring the materials used were fully certified. This included a special slip-resistant material which we had tested in a third-party science lab to ensure the coefficient of friction was at a safe level. Peggy McGuinness, SVP of C2 Imaging, said “This project is one of many print projects we deliver for NBC, alongside others that are viewed by millions of people, such as the famous Rockefeller Christmas Tree Lighting event.”

Our work was seen on television screens across the US, with the graphic used as the main stage for all of the performers in the Macy’s Thanksgiving Day Parade. It was brilliantly received by NBC, with Production Designer Ed Helbig, who originally requested our services, saying, “This team has delivered on over 10 years of trust in their guidance throughout this project.”

And with such excellent results, planning has already begun for next year’s parade!

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