The Goal: To promote the important back-to-school season at JC Penney’s and develop a site that would appeal to teens and tweens while integrating with and extending the story of the television commercials.
The site focuses on a cast of interrelated characters and their relationships as a vehicle to present the JCP fashions. The most engaging portion of the site invites users to explore the characters’ rooms. While in a room, the user has the ability to dynamically control the viewing angle of the room with close to 180˚ of rotation, as well as to explore and click on various hotspots to see the featured fashions or explore other content areas of the site. Each character on the site has a profile page expressing their personality and sense of style. The closet features the fashions more directly and allows the user to purchase the outfit at JCP.com. The television spots are also viewable on the site, and feature “Watch Click Buy” functionality allowing the user to click on the commercial and purchase the outfit featured at that moment.
Art Directors: David Pfluger, Ryan Page
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