99th Macy's Thanksgiving Day Parade

NBC partnered with Done+Dusted to modernize one of the world’s most-watched broadcasts—bringing a fresh, camera-first perspective to a century-old tradition while preserving everything audiences love.

We scripted and shaped the 3.5-hour show, building intentional, visually rich moments across every marquee performance. From country to Broadway to K-pop, the broadcast was designed for variety and cultural relevance.

To elevate the viewing experience, we expanded camera coverage, introduced dynamic POV  cameras that captured New York City in ways never seen before. With a standout talent lineup and NBC’s trusted hosts guiding the morning, the show delivered record-breaking results:
34.3 million viewers, +8% YOY growth, viewership rose 13% the 18–49 demo from last year and rose +20% for viewers under 25. It was most-watched entertainment telecast in nearly seven years.

In partnership with NBC and Macy’s Studios, Done+Dusted were proud to help usher the parade into its 99th year honoring legacy, elevating innovation, and inspiring the next generation of viewers.