THE EXTRAORDINARY WAS ALREADY THERE.
WE JUST ASKED PEOPLE TO LOOK TWICE.

For Spring, SPARK EXTRAORDINARY turned everyday moments into little jolts of joy — the first butterfly, an afternoon in the park, an ordinary day suddenly feeling anything but.

Shot by Cass Bird, styled by Stella Greenspan, and starring Birgit Kos, Mayowa Nicholas and Dilone, six vignettes brought Kate Spade’s optimism and whimsy to life across film, photography, digital, social and New York itself.

From subway takeovers to The New York Times to a double-decker bus roaming Manhattan, the idea escaped the campaign and became part of the city.

The extraordinary was hiding in plain sight. Good thing we were looking.

Hero Film

Film / Floral Jacquard

Film / Jenga

Film / Pig

Film / Butterfly

Film / Tennis

Film / Flower

Behind the Scenes

Social / Pig

Social / Mary Poppins

Social / Lipsync

Social / Swing

‘next stop: kate spade new york’ Bus Pop-up

Kate Spade New York invited New Yorkers to find joy in everyday celebrations and welcomed spring with an experiential double-decker bus that drove through the city during the month of March, parking near various store locations. Consumers hade the option to climb aboard into a whimsical, garden-inspired experience and interact with the collection.