concept | art/photo direction | design
JCpenney launched Thereabouts with every kid in mind, celebrating the diversity of shapes, sizes, abilities and styles. To market the launch It was the goal to genuinely let the spirit of these kids shine through. We used bold colors and bright backgrounds to provide whimsy when paried with kids wearing clothes they feel themselves in. Creative minds, positivity and an all-the-colors-of-the-rainbow outlook show how kids live life: bold and in full color.