Office Max: Elf Yourself

About This Project

Office Max’s Elf Yourself marketing campaign launched a giant flash mob of 400 dancers to drive consumers to It has garnered over 1.25 million views on Office Max’s Elf Yourself YouTube channel. The following year, the elves were invited to perform at the New York Stock Exchange and to ring the opening bell. They also performed on Fox and Friends. Both of these performances were also choreographed by me.


Choreographer: Jim Cooney
Venue: Union Square, New York City
Production: Grand Central Marketing