CityCenterDC Debuts the "Find Your Joy" Campaign with Design Army

New campaign encourages appreciation of the season’s small moments of happiness.

WASHINGTON, D.C. (Sept. 16, 2019) – CityCenterDC is excited to welcome the fall season with the debut of the new “Find Your Joy” campaign, an optimistic new offering developed by award-winning creative agency, Design Army, that celebrates Washington’s colorful and happy side.

“We’re thrilled to announce the launch of Find Your Joy. Since coming online in 2013 CityCenterDC has always strived to create unique and memorable moments for members of the community to enjoy and share with others. Those special moments, whether big or small, are what we wanted to emphasize in our new campaign,” stated Timothy R. Lowery, general manager of CityCenterDC.

“Find Your Joy” is an evolution of the ground-breaking 2017 “District of Joy” campaign, which highlighted the spirit of the city with a stylish look at the 10-acre, landmark mixed-use development. The new campaign gives a more personalized view of the people who dine, stroll, and shop at CityCenterDC. The goal? To offer visitors an escape from the every day and encourage them to discover joy at the vibrant downtown location.

“We wanted to express the many different reasons people find joy at CityCenterDC. The small moments – like the euphoria of that first sip of coffee in the morning or finding the shoe you’ve been dreaming about or an afternoon strolling with someone you love through Palmer Alley. These “little” experiences are really the big moments. The art direction was intentional, thought out – using bold color to express happiness and optimism, underscored by a whimsical narrative. Every detail whether, video or print speaks to the moment of JOY,” explains Pum Lefebure, co-founder and chief creative officer of Design Army.

Campaign images shot on-site at the often-photographed destination include those featuring a couple holding packages under the Autumn Forest, the fall Palmer Alley installation that features a canopy of about 269,000 leaves; a spotlight on exquisite fall cocktails; and an inspired (and colorful) peek at doughnuts and D.C. fashion. A focal point is a high-energy yet luxe 30-second video that follows a brightly dressed pair as they enjoy an exciting day of shopping for accessories and footwear—complete with snippets of a lively band playing and marching in the background. A downloadable animation of autumn leaves also is available for sharing on social media.

The campaign, which was produced by Dean Alexander, will be rolled out within a 2-year span and will include four videos in total, in addition to still images. These materials will appear in print, online, outdoor, and mobile channels across the East Coast in addition to appearing on local broadcast television outlets. To mark the launch, CityCenterDC is inviting visitors to share destination photos using the hashtag #FindYourJoyDC on Instagram, for the chance to win a $500 prize.

Visitors can participate in the “Find Your Joy” giveaway contest from September 16 through November 4, 2019. The winner will be announced on or around November 8, 2019, via the CityCenterDC Instagram account.

To see the campaign’s official rules and learn more about the location’s free autumn events, visit

For interview requests and exclusive photos, please contact TAA PR’s Ashley Arias via email at via phone at 202-846-1731.

About CityCenterDC:

CITYCENTERDC ( is a unique, pedestrian-friendly, 10-acre mixed-use development, located in the heart of downtown Washington, D.C. Developed by Hines and Qatari Diar, the project is home to more than 221,000 square feet of retail space, 520,000 square feet of prime office space, 458 rental apartment units and 216 condominium units, a 360 room hotel, a 1,550-space parking garage, a public park, a central plaza and pedestrian-oriented streets and alleyways.

The 2019 fall activations are part of the 2019 Public Space Programming calendar that was created by the CityCenterDC Common Area Association. CityCenterDC’s ownership created the Common Area Association to provide for the maintenance, operation, and programming of the Common Areas which strive to foster a unique, truly-exceptional, pedestrian-friendly mixed-use urban environment.

About Hines:

Hines is a privately owned global real estate investment firm founded in 1957 with a presence in 219 cities in 23 countries. Hines has approximately $124.3 billion of assets under management, including $63.8 billion for which Hines provides fiduciary investment management services, and $60.5 billion for which Hines provides third-party property-level services. The firm has 148 developments currently underway around the world. Historically, Hines has developed, redeveloped or acquired 1,362 properties, totaling over 449 million square feet. The firm’s current property and asset management portfolio includes 514 properties, representing over 222 million square feet. With extensive experience in investments across the risk spectrum and all property types, and a pioneering commitment to sustainability, Hines is one of the largest and most respected real estate organizations in the world. Visit for more information.

About Design Army:

From its Washington, D.C. headquarters, Design Army is making its mark on the world, while winning acclaim from clients and peers in the process. The multidisciplinary brand and creative agency has forged alliances with industry leaders and connected with global audiences. Their projects range in size and scope for clients that span across industries – from hospitality to the arts and entertainment to consumer-packaged goods and retail. Clients include, The Academy Awards, Disney, CityCenterDC, The Broadway League, The Hay-Adams Hotel, Human Rights Campaign, Neenah Paper, The Ritz-Carlton, PepsiCo, Smithsonian Institute, University of Virginia, Washingtonian Magazine, and the Washington Ballet. Design Army has been featured in numerous online and print publications, including Adweek, Fastco, Huffington Post, Forbes and The Guardian. Additionally, Design Army has been recognized by the AIGA 365, ADDYs, CLIO Awards, London International Awards, ADC Global, the One Show, and EMMYs. To see their work please visit