JCPenney:
Back To School
It was back to school time at JCPenney our client was looking for a campaign that was both hard-hitting and spoke to parents and kids alike. Yowsah. What we saw was an opportunity to break some of their conventions and produce spots that were way more whimsical and told stories in ways they had never imagined.
We focused on low-fi, in-camera techniques to give the spots their sense of creative youthfulness that tied into the over themes of (french accent coming up) ensemble selection.
PS I almost adopted this dog.