JCPenney was approaching the holiday season with a well-known problem. Younger shoppers think of JCPenney as their “grandmother's store". How can we change perception and do something that breaks through during a season cluttered with sales, deals and ‘look at me’ marketing? To change consumer perception, we elevated the brand through an unexpected, boutique-style experience called Jacques Penné - a bright and beautiful holiday pop-up shop in trendy Soho, but also a 360 immersive shopping environment online.
Role: Art Director
Group Creative Director: Matt Miller
Creative Director: AJ Scherbring, Kirstin Stahl
Design: Briana Vanderlinde
Copywriting: Linda Lincoln