Los Angeles, CA. It’s called “Retail Therapy, Reimagined”. It’s a four-minute promotional video for JCPenney. The official campaign is “Yes, JCPenney!”, JCPenney’s major brand-repositioning campaign launched in April 2025. Its purpose was essentially to get people to reconsider JCPenney—to show that the store has stylish, contemporary merchandise at prices people don’t expect.

The shoot was all day long, but now I see why: it’s more cinematic than an extended ad; “brand film” is probably the best term.

Take a look:

Welcome to Retail Rejuvenation. A retreat for shoppers ready for real deals, top brands, their size, and way less searching. Only at JCPenney.

Here’s more information:

The creative agency is Mischief @ No Fixed Address, and the production company is Riff Raff Films. The directing team is HUMANS. Riff Raff itself lists the JCPenney work as “Humans / Mischief NY & JCPenney” and describes the creative idea as finding very human, emotionally satisfying moments that come from getting something unexpectedly good for an affordable price.

The campaign includes the films/spots “Airplane,” “Ropa Vieja,” “Pickleball,” and “Grey Day.” JCPenney’s own newsroom carries “Airplane” and “Ropa Vieja,” and the production credits identify Riff Raff as the production company.

What’s particularly interesting is that this wasn’t obscure internal corporate content. The campaign was created as a national consumer advertising campaign. The 30-second films began airing during major programming including the NBA postseason, and the creative trade press covered the campaign. “Ropa Vieja” was even selected as Bestads’ Best TV ad of the Week.