Background
Working from the insight that most men don't like looking at ads about clothes, JCPenney wanted an unconventional and attention-getting men's online campaign to run on ESPN.com.

Solution
The result was a series of video and flash banners that supported the offline effort and gave guys a fun, engaging reason to interact with the brand.

My Role
As the creative lead for the project I helped develop the banner format and visual direction, as well as compose the video and flash scripts.