Under the leadership of our latest CEO, Jill Soltau, we reinvented our store in Hurst, TX as our brand defining store launching in November 2019. It integrates new customer experiences that we began testing in various locations in 2018. The overarching goal was to give customers something they wanted such as style experts. These associates are present in dressing areas to advise customers on size, how-to-wear it, and outfit ideas. This seems like a no-brainer to me.

My challenge was to create digital content for the store that integrated in to the new branding, Penney’s. We did competitive research, reviewed edit styles and studied architectural plans to prepare the content to compliment static store graphics that were in proximity or sight line. We planned and executed everything from concept to shoot to execution and testing in addition to directing production on over 100 video assets for the location and paid media postions. The complexity was primarily due to the many groups involved in this project. Despite a lot of pessimism, we completed and launched this location in 90 days.