CREATIVE DIRECTION, CONCEPTING, SET DESIGN

To launch its exclusive back-to-school collab with rising Venezuelan-American artist Joaquina, JCPenney set out to connect with Hispanic Gen Z and Alpha in a way that felt personal, not promotional.

PURA
ENERGÍA

A social-first, earned-led campaign rooted in cultural pride and self-expression, not just selling clothes, but telling a story.

We created the hangout of our dreams to launch the Be Electric collection from Venezuelan-American artist Joaquina x JCPenney in Miami.

We transformed part of a JCPenney store into a nostalgic hangout/bedroom filled with pieces inspired by Joaquina's love for 90s fashion, creative self-expression and celebrating her multicultural identity.

Fans got to journal, decorate and connect in a space made just for them, before taking it outside for the ultimate throwback: a classic mall concert. 

MEDIA

146

Articles + Posts

95.3K

Social Engagements

2.6K

Social Comments

82%

2+ Key Messages

1.6K

Social Shares

183

Social Saves

59%

Hispanic Outlets

SOCIAL MEDIA

BA4A8241.jpg
BA4A7904.jpg
BA4A7877.jpg
BA4A8783.jpg
BA4A8622.jpg
BA4A7902.jpg
BA4A7955.jpg
BA4A8099.jpg
BA4A8431.jpg
BA4A8179.jpg
BA4A8341.jpg
BA4A8345.jpg
BA4A8586.jpg
BA4A8802.jpg
BA4A8571.jpg
BA4A8797.jpg
BA4A8612.jpg
BA4A7915.jpg
BA4A7874.jpg
BA4A7901.jpg
BA4A7878.jpg
BA4A7905.jpg
BA4A8381.jpg
BA4A7884.jpg
BA4A8289.jpg
BA4A8489.jpg
BA4A8362.jpg
BA4A8500.jpg
BA4A8668.jpg