Deutsch NY Holiday 2020

With Deutsch NY

Pivoting an Agency Holiday Tradition for a Pandemic World.

Like everything else in 2020, the tradition of agency holiday cards had to be reimagined. With all of our clients working from home, wrangling hundreds of home addresses and getting into our office to print and package physical packages became a non-starter. We knew we had to do something digital and something that showed our pride in New York.

Our solution was to create a personalized digital snow globe that clients could access via a custom link emailed to them. The messaging was to thank the clients for their partnership, and announce the charities that the agency donated to in 2020. The globe itself was created from hand-drawn art assets, and could create randomized New York skylines. Website guests could refresh the snow globe skyline as much as they wanted, and download their personalized snow globe as an image file to share.

The experience also had an employee version from Deutsch NY CEO Val DiFebo, as well as a general version for anyone to enjoy.

Elements for the snow globe were hand-drawn and converted to Illustrator layers for scaling and conversion to SVG files. Approximately 30 custom elements were drawn for the experience.

All of the message frames were custom typeset, and the messages varied based on which ID was passed in via the URL.

Dozens of different skylines could be created and shared.


  • Creative Collaboration,
  • Design,
  • Mailchimp,
  • React,
  • Responsive Web,
  • Technical Direction,
  • User Generated Content