JCPenney
Spring Launch
To launch a collection rooted in the celebration of diverse body types, we created a garden of possibilities where flowers of all kinds of shapes, sizes, and colors can grow. We planted our blooms in the middle of The Oculus, complete with oversized gardening tools, and picket fence styling.
As Senior Creative Strategist, I created and presented the winning pitch deck, conceived of experiential concepts that made it to the event, and oversaw the design team as the project moved into execution.
The Oculus, NYC
March 2020
Senior Creative Strategist
Guests answered questions to discover their flower match and receive a flower patch.
A denim embroidery machine added a layer of customization for guests.
A garden cart served Springy morning beverages.
agency: David Stark Design
creative director: David Stark
senior creative strategist: Emily Edelman
senior designer: Kristen Henriksen
technical designer: Tom Houston
graphic designer: Esteban Salgado
floral design: Audrey Pondek
photographer: Susie Montagna