JCPenney Holiday “Gift of Giving” Video Production Campaign

Video Production Project Description

JCPenney approached Ezra Productions to create a series of branded content videos for their holiday campaign. While most big-box retailers focus on the joy of receiving gifts, JCPenney focuses on making the holidays a season of giving. Our job was to bring the intrinsically joyful feeling of giving to life on film. The videos we created feature influencers from various backgrounds spreading the joy of giving throughout JCPenney stores with a few dozen very lucky shoppers throughout a JCPenney store. In addition to surprising random shoppers with much-needed and meaningful gifts like a refrigerator and an engagement ring, we empowered JCPenney shoppers to “pay it forward” and experience the joy of giving by choosing other lucky shoppers to receive items they really need in the store.

Company Description

JCPenney is one of America’s largest apparel and home department store chains with over 800 stores across the country. The company provides its loyal, hard-working customers with stylish goods great prices. The company’s mission to help customers find what they love for less time, money and effort.


Five two-minute videos that will live on JCPenney’s YouTube and other social media channels.

Our Concept and Approach

Each of the five videos begins with one influencer talking about why giving brings them joy and/or an experience in which they gave or received a gift that brought them joy. The influencer then picks a random shopper in the store to talk about what giving means to them. After they discuss why it feels so good to give, the influencer asks the shopper what one item in the store would make a big difference in their lives. After the shopper identifies the item, the influencer surprises the shopper by telling them that JCPenney is gifting them that item. Overcome with joy, the shopper gets another surprise–they get to experience the joy of giving by paying it forward and choosing another lucky shopper in the store to receive a gift that would make a difference in their lives. We continued this chain of shoppers giving gifts to other shoppers and discussing why giving feels so good for as long as JCPenney let us. The resulting videos are mini-stories that feature the best, most raw moments of surprise and joy.

Our Role

  • Creative concepting
  • Script writing
  • Directing
  • Producing
  • Location scouting
  • Video production
  • Filming with Alexa Mini
  • Video editing
  • Color grading
  • Music composition
  • Title design

Additional Videos