JCP Wedding Registry 14

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Project Brief:

6 month companion piece to the new JCP online wedding registry, 48pages.

Creative Notes:

This is my second time directing this project. The first Wedding Registry was completed last year along with the new home department launch. All of the internal powers at JCP loved the original book, unfortunately, it was printed and never went out to anyone. The online component wasn’t ready on time. So as disappointing as that was it gave me a nice trial run on which to base this 2.0 version. This project was a bit different than the first. The overall item density was increased. We had also moved to food props with all kitchen items. With this in mind, we incorporated the same crews to execute a textural feel to our shots. My favorite slices from this project was the big dinnerware shot and the back cover. That shot was featured internally at JCPenney as a benchmark for styling and art direction. The back cover was my concept, executed by my assistant art director at another studio. They were captured to perfection and really took the idea to the next level. A great example of teamwork.