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JCPenney, Omitted
Brand Activation + Digital/Social
Director: Tom Dey, Picture Farm | Editor: Ryan Delk
The Ashley Graham Collection for JCPenney is exclusively for curvy women. To launch it, we created a trailer for a movie that doesn't exist. We started with a completely unbranded cut of the trailer, letting fans and audiences think Ashley Graham was starring in a new thriller. We let the hype build for a few days before releasing another cut of the trailer revealing that 'Omitted' never existed at all, just like plus-size main characters in top films don't exist.
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