JCP FATHER'S DAY "FIRSTS"

Challenge Rebuild emotional trust in a struggling brand perceived as low quality and transactional. Creative Direction Concepted and led an emotionally driven Father’s Day campaign featuring real, ethnically diverse fathers and children in aspirational everyday moments. Directed end-to-end creative, including concept, copy, photographer selection, and shoot direction. Outcome Men’s category traffic increased 30% with a 15% increase in total shopping cart value. The campaign earned national attention including coverage on Time and ABC News.