Kevin Ebrahimoff and I decided to rebrand JCPenny and explore a new visual identity for them by creating a Fall 2020 series with catalog, photography and GIFs. To make it all cohesive, we also decided to give out wrapped gift boxes to our costumers with tissue and a copy of our catalog in the box. The overall campaign goal was to stir away from the artificial, crowded, studio photography and give it a more chic and candid feel.
