When I came up with the tagline for jcpenney's spring campaign, I aimed to create something catchy that communicated style while also highlighting an accessible price point — the client's main ask. "We make it affordable, you make it yours" took on a life of its own. Not only did it become the idea for the entire campaign, it provided a template for copywriters to feature almost any brand benefit. (Woot!)

Our seven, 30-second broadcast commercials, plus a real-time collab with the famous fashion blogger, Geri Hirsch, debuted on Oscar night, where the red carpet gave us an ideal backdrop to unveil our fresh outlook: unique style doesn’t have to come at a cost.