During the holiday season, JCPenney wanted to prove that giving is better than receiving. So, I lead a team through concept to execution to create a film to show that some real-deal holiday spirit still exists, and encouraged folks to join in on the generosity. The film kicked off a greater social effort, where my team and I generated posts throughout the season to encourage people to participate in their own anonymous giving.
- Project Roles
- Copywriter, Creative Director
- Art Direction, Content Management, Copywriting, Creative Direction, Fashion, Film, Integrated, Lifestyle, Reality, Retail, Social
- Advertising, Case Study Videos, Short Films, Social Media Content, Social Media Copy, Websites
- Project Industries
- Fashion, Retail