Lucky Post Embraces The Little Things For JCPenney’s New Holiday Campaign
November 22, 2019 by Screenmag
The new campaign for JCPenney reminds viewers to remember the little things - special moments and small gestures that make the holidays a special time. The little things are also small children, eager to embrace the magic of the season and welcome it with helping hands and smiling faces. In one of the spots a mother of a young boy eagerly doing chores asks, “What’s gotten into him?” The answer? Christmas.
The campaign was directed by Don Broida of Spears & Arrows and edited by Lucky Post’s Logan Hefflefinger for JCPenney’s in-house agency. As the entire campaign is comprised of :15 second spots, Logan explains that he started with the hero moment in each, reverse engineering the edit to build a story to effectively fit into the small space of time while allowing the reveal to breathe.
“It was a great collaboration,” Logan relates. “The agency team concepted the campaign around these quick, relatable moments and were decisive and supportive throughout. The edit was built on visual language that quickly builds to reveal each hero moment - one that connects with the playful, family-centric experiences that are part of the holidays.”
Lucky Post also provided audio, color, graphics and finish to help deliver this sweet holiday package.
Client: JCPenney Creative Director: Lucinda Simmons Senior Creative Manager/Copy: Candyce Vanderpool Senior Creative Manager/Art: Josh Schoemaker Executive Producer: Kathleen Torres
Production Company: Spears & Arrows Director: Don Broida Executive Producer: Jason Wolk
Post: Lucky Post Editor: Logan Hefflefinger Assistant Editor: Jake Odgers Executive Producer: Jessica Berry Graphics: Seth Olson, Ryan Wilson, Jake Odgers Audio: Scottie Richardson Color: Neil Anderson Finish: Mark Sullivan