JCPenney a.n.a Jeans Brand Video Production

Video Production Project Description

JCPenney approached Ezra Productions to produce brand videos to promote the re-launch of their a.n.a line of denim and help translate their a.n.a brand identity to video. In addition to the 1-minute hero brand video, the client requested cut-downs of various lengths and aspect ratios to be used across their social media channels such as Instagram, Facebook, and Twitter. The videos were meant to capture the essence of a.n.a as an inclusive, denim lifestyle brand for all women, fit for every mood and moment. The videos were meant to evoke emotion and build excitement  for the brand and its products.

Our Concept and Approach

The videos feature women of various body types modeling a.n.a. denim in outdoor locations around Los Angeles, in single and group shots. It was important to JCPenney and to us to show a variety of body types, as the brand has a focus on inclusivity. We featured influencers who promote body positivity and represent a.n.a’s brand image of joyfulness and confidence through their messaging. The women are shown in a variety of natural situations, such as walking, dancing, and riding bicycles around the city to demonstrate that a.n.a makes denim for everyday wear. The product is shown in a way that’s cool and fun, yet approachable. 

To add a stylish, chic element, we also shot a scene where the women interact and dance together in front of a linen backdrop. We used Steadicam shots that move freely with the talent, like a good friend. In the resulting imagery, the women portray an effortlessly cool So-Cal attitude. 

We also included various close-up product shots to show the denim’s texture and durability and to give an organic, tactile feel to the video. 

All of these visual elements are scored by an upbeat track that feels modern yet classic. The music and visuals work in tandem  to create a video that’s organic, fun, and memorable.   





Company Description

JCPenney is one of America’s largest department store chains with over 800 stores across the country, retailing apparel, furniture, and other goods.

Video Production Deliverables

One 60-second hero video, two square videos (60-second and 30-second), and two vertical videos cut for social media (30-second and 15-second). 

Our Role

  • Creative concept development
  • Video production: producing, directing, video editing
  • Mood Boards
  • Storyboarding
  • Scriptwriting
  • Casting
  • Location scouting
  • Production design
  • Prop styling
  • Wardrobe styling and tailoring
  • Motion graphics
  • Color grading
  • Music licensing
  • Animal casting 

Social Media Video Production: Square and Vertical Instagram Cut-Downs  

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