JCP Window Art Direction 15

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Project Brief:

Product photography art direction for the 2015 JCPenney Home Catalog.

Creative Notes:

This 100 page project is the first JCPenney Catalog in 5 years. Considered a pet project of former CEO Myron Ullman, both he and new CEO Marvin Ellison were keeping direct tabs on the creative progress. I had the largest section, the window portion, encompassing the last third of the book. All of the large features were shot on location, with all other shots done in studio. I had to oversee the scouting process as well as approve sets and manage my shooting team. The window section was the most successful of the catalog and the shots were so well received the back cover was changed to one of my alternative location shots.