JCPENNY
Advertising Art Direction
From concept and photo direction to final design
and production.
As an Advertising Art Director at JCPenney, I worked across every stage of national retail catalog development—from concept and photography art direction to layout, design and final production. Working independently and collaboratively, I helped bring each campaign from initial idea through the finished printed piece.
Working across multiple brands and campaigns meant adapting the creative direction while maintaining a cohesive retail experience. Photography, styling and design worked together to give each story its own personality.
Designed for a national audience, each piece had to balance strong creative with clear messaging, product and promotion.
Role on Project:
Art Direction
Photography Direction
Concept Development
Catalog Design
Print Design