“OMitted,” was set to hit theaters on 10.2.25.
Ashley Graham was making her Hollywood debut in the story of a woman fighting to exist
in a world trying to erase her. We announced the news with this official trailer.
FANS WERE sold.
But WHEN THE MOVIE PREMIERED, so did the plot twist.
The movie never got made.
Because plus-size women never get cast as main characters.
INSTEAD, We introduced THE COLLECTION That makes you
the main character, even when THE WORLD won’t.
Curvy women have always been treated like background characters. In both fashion and film.
Ashley Graham’s new line, exclusively for curves, is stepping up to make them the
main character in fashion. Now we’re just asking the same of film.
“More than just clothing. It's a revolution.” - The Blast
“I found myself briefly forgetting I was watching an ad.”
- DesignRush
”JCPenney Bets On Ashley Graham To
Reset Fashion Norms” - MediaPost
”Ashley graham’s new line puts
curves in the spotlight.”- Yahoo
“Proves that style has no size limit.”
- People
“Ashley Graham’s ‘Omitted’ isn’t a movie
but a new campaign for JCPenney.” - AdAge
“Ashley Graham’s fake thriller is
actually a fashion launch.” - Adweek
“Not a passing trend, but a promise.”
- The Blast
Client: JCPenney
Agency: Mischief @ NFA
Role: Creative Director, Copywriter
Creative Director, AD: Tanner Thompson
Copywriter: Patrick Labelle
Art Director: Kaitlin Kehoe
Director: Tom Dey
Editor: Ryan Delk