JCPenney: #HereIAm

JCPenney was launching the Boutique, a sub-brand that was unique for the plus-size market: clothing that’s plus-size by design. They also tapped Ashley Nell Tipton, winner of Project Runway, as the featured fashion designer for the collection. 

JCPenney asked us for a social-based campaign to promote the Boutique.

We responded by creating a social stir when people saw JCPenney join the unapologetic body-positivity movement, in message and in practice.

We partnered with key influencers from a range of backgrounds: An author, a model/style blogger, a yogi, a singer/songwriter, and a fashion designer. They became the voices of the campaign. We interviewed each of them, gave them the space to steer the narrative and ultimately distilled their message into #HereIAm

Creating the Collection: Ashley Nell Tipton + JCPenney

With the launch date quickly approaching, we gave fans a behind-the-runway look at the making of Ashley’s Boutique collection. We showed her meeting with the JCP design team, reviewing samples, and speaking about what this opportunity means to her. The online docu-series culminated in a Live shoppable Fashion Show in NYC. 

My partner and I were the core creative team on the project. We served as the on-the-ground team: scripting questions and outlines for the interviews and overseeing the simultaneous film and photography shoot. We also worked alongside great editors and post-production partners for final delivery.

Results
The campaign generated a large amount of earned buzz around the launch and amplified the online movement for body-positivity. 

• 8.8 million views in three months
• 9k+ #HereIAm mentions by consumers & media
• 620,000,000 earned media impressions

Press

Adweek: Ad of the Day: Forget ‘Plus Size.’ JCPenney Just Bravely Stood Up for ‘Fat Girls’

People: JCPenney Promotes Body Positivity in New Ad Campaign That Says 'Fat Girls Can Do Whatever They Want'

Bustle: JCPenney's "Here I Am" Video Is The Proud Cry Of Powerful Plus Size Women

Teen Vogue: All Your Favorite Plus-Size Influencers Are in JCPenney's New Ad Campaign

Refinery29: JCPenney Unveils Plus-Size Ad Campaign

Cosmopolitan: JCPenney's New Brand Campaign for Plus-Size Clothing Is SO Magical

Mic: JCPenney's New Campaign #HereIAm Demolishes Society's Preconceptions About "Fat Girls"

Metro: The most perfect plus-size ad has dropped and it’s pure sass

Media
Online film, Online Docuseries, Social Posts (Paid and Influencer)

Credits
Senior CW: Danny Wantz (partner)
ECD: James Cheung & Cliff Skeete
Creatives: Anna Xiques, Paula Figureoa, Erik Jansen
Producers: Paisley McCaffery & Lauren Lampasi
Director: Tucker Walsh, m ss ng p eces
Editor: Steve Bell, Cutters & Liz Deegan, m ss ng p eces
Photographer: Stephanie Stanley