Sr. Creative Copy Leader & Strategist
MICHELLE FREEMAN
Brand Strategy | Integrated Campaigns | Messaging & Storytelling | Internal & External Comms
SHOPPING IS BACK CAMPAIGN
How I transformed a TV & OLV spot into real-time social & influencer moments.
media attention
The campaign garnered coverage in ADWEEK, Retail TouchPoints, Business Wire, and more, highlighting the bold reintroduction of shopping enthusiasm with SNL’s Melissa Villaseñor as Penny James.
“A festive and sparkly trio joyfully
belt out an original jingle.”
— ADWEEK
“The ultimate all-in shopping enthusiast who’s right at home
in her ‘shoppy’ place.”
— ADWEEK (describing Penny James)
​“We celebrate this legacy while showing a reinvigorated JCPenney brand that expresses our energy and optimism.”
— Bill Cunningham, VP Marketing,
JCPenney (via Retail TouchPoints)
“Shopping is back, and it’s time
for JCPenney to be bold and lively,
just like Penny.”
— Carl Byrd, VP Creative &
Brand Synergy, JCPenney
Make it count campaign
From insight to execution—a national omnichannel campaign I led that achieved a 3.4X CTR lift.
social campaigns
Brand moments and seasonal narratives.
Developed TikTok and Reels copy for Arizona relaunch campaign, leveraging UGC-style storytelling to drive engagement and product discovery across short-form video platforms.
2025 Fall IGS Concept
Stylus FB/IG Carousel
Developed TikTok and Reels copy for Arizona relaunch campaign, leveraging UGC-style storytelling to drive engagement and product discovery across short-form video platforms.