HILARY DAVIS DESIGN
ART DIRECTION + GRAPHIC DESIGN
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JCPenney

AD CAMPAIGN, BROADCAST, TV

JCPenney

CHALLENGE: Redefine a heritage brand for a younger customer base with a campaign that also launched its flagship store in Herald Square in NYC.

SOLUTION: Show the evolution of the fashion design process from studio to street, making fashion accessible and affordable to all. The "We Make It, You Make It" campaign ran nationally for three months, making it the largest media buy in the brand's history. These images were also utilized throughout their flagship store at Manhattan Mall and at the Herald Square subway station takeover. 

To refresh the weekly broadcast spots, I designed a tonal, flat graphic look with energetic, animated type.

Agency: Saatchi & Saatchi
CD: Carmine Licata
AD/Designer: Hilary Davis  Copywriter: Eva Schneider
Photography: Coliena Rentmeester

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