AMERICAN LIVING CAMPAIGN

JCPenney

Creative Director

Writer

Brief: Create the American Living Brand Campaign launch for JCPenney including original visuals and voice. American Living is a JCPenney brand, with product and marketing created through Ralph Lauren's in-house Agency and product teams. 

Campaign:  Introducing American Living.  Inspired by Life Magazine and photographed with a mix of models and the local people of a small town in Virginia.   Large print campaign and 5 separate commercial cuts premiere during the Academy Awards.  A digital social campaign featuring real stories of some of the cast.

Channels:  Network TV spots; Multiple magazine print campaign; In-store visuals and video; Digital social stories