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Rebecca Minkoff x JCPenney
ROLE :
Director of Photography
SERVICES :
Editorial & Still Life Campaign
TYPE :
Photo Creative Direction, Photography, Visual Strategy, Digital and Print Assets
THE ASK :
Create a full-funnel photo campaign to support the Rebecca Minkoff x JCPenney capsule launch, including editorial and still life photography for digital and in-store use
MY APPROACH:
To reach a younger customer, we shot the campaign in a modern, street-style format using natural light and movement. Iconic New York City locations were chosen to reflect RM’s identity as a NYC-based fashion brand and to ground the visuals in authenticity and energy. For still life, I kept the styling clean and structured to complement the campaign and ensure the images worked effectively for tabletop signage and store graphics. The mix of street and studio delivered a versatile, elevated look.
THE OUTCOME:
The images were used across digital, print, and in-store channels, creating a layered campaign that felt both editorial, shoppable, and aspirational.
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