To celebrate light at the end of a dark tunnel, Kate Spade wanted to deliver a love letter to the city that made them. So in early spring 2021, we created a Mother’s Day experience to share Kate’s spontaneity and joy with everyday New Yorkers. Extending the brand’s goals to a community hit hard by pandemic lockdowns, we partnered with five of the city’s most artful and inventive florists to deploy a fleet of vans, carts and bikes overflowing with installations and free bouquets. Documentary videos of florists in their studios, animated teasers for social, and a making-of film let the simple moments of sidewalk exchange resonate.