Challenge: As the presenting sponsor of the Shine Bright installation, create a year-end holiday activation at Hudson Yards that brings Wells Fargo’s Bank of Doing campaign to life, highlighting the brand’s commitment to empowering local communities and small businesses.

Insight: During the holidays, people want more than gifts – they want to make an impact. Shoppers are drawn to experiences that let them support local businesses, connect with their community, and give back while celebrating the season.

Solution: To make the season shine, we turned the spotlight on local small business owners. Hudson Yards transformed into a holiday wonderland with the Wells Fargo Small Business Market. Eight tri-state women-owned businesses became stars of the season, each booth brimming with carefully curated gifts that sparkled with festive charm. Influencers joined the celebration, sharing the joy and bringing even more attention to the local businesses. Giant window displays glimmered both inside and out, drawing visitors into a world of holiday magic. Shoppers wrapped gifts at a complimentary station, discovered how Wells Fargo empowers small businesses via QR codes, and posed among oversized 3D presents –moments that delighted, inspired, and captured the true spirit of giving.