“GREAT STYLE CAN COME FROM ANYWHERE AND ANYONE”
This really struck a chord with me when we had our brief.
The democratisation of fashion is a mission worth striving for, but what you've so keenly honed in on is that it's the people who wear a brand that truly make it.
Real people, with real stories... who make the everyday amazing.
We all have these people in our lives. It could be the incredibly overeducated high school teacher who encouraged us to write (thanks, Mrs Yeung!), the longstanding leader of a community tradition, the librarian everyone knows, the chef of a local institution, the building concierge who gives treats to all the dogs, or the coach who leads a high school team to a surprise championship.
They are people who are amazing to begin with, but it's through JCPenney and the way it celebrates them that they not only look amazing, but finally feel amazing.
We are showing that the extraordinary exists, that the magic created by everyday people is always present — but through the brand and the way we capture them, our everyday people are able to realize just how special they are, and we as viewers get to witness that on screen.
That's what is core to this idea. It's what has me so excited. Every filmmaking decision I discuss after this is tied back to this thesis.
So how does that show up in filmmaking technique...