JCPenney
campaign
explorations
Deliverables — Campaign Concepts
Contributions — Concept / Art Direction / Design
The Concept
I concepted two seasonal campaigns for JCPenney, exploring how each idea could show up across social, digital, and in-store. Back in the Groove played off the double meaning of “groove”—as in music and getting back into routine. We built the campaign around rhythm and movement, using colorful wave graphics inspired by sound waves to connect the different back-to-school moments.
Summer Crush was all about summer nostalgia—fruits, pastels, textures, and that carefree energy of the season. I focused on the visual direction, pulling references and building out fun, eye-catching palettes and patterns to bring each idea to life in a way that felt playful, vibrant, and compeling for the JCPenney customer.
Specs
Collaborators
Copywriting: Kelsey Walter / Diana Perez Almonte
