JCPenney

Across two fast-paced shoot days in the Bay Area, our team helped bring the campaign to life through local crew sourcing, production services, and on-the-ground execution. Day one transformed an active JCPenney store into a celebrity-style shopping experience, while day two moved into a studio environment where the moms could fully step into their Hollywood moment.

With only about a week from prep through production, the project demanded an experienced crew, streamlined coordination, and the ability to adapt quickly as schedules evolved. Thanks to an incredible team both on set and behind the scenes, the production came together smoothly while maintaining the polished, elevated feel envisioned by VaynerMedia and JCPenney.

Our Approach

For this campaign, Luma Creative acted as a trusted agency partner, providing experienced local crew, production services, and agency production support to help VaynerMedia execute the vision efficiently across two shoot days and multiple Bay Area locations.

Fast-Turn Agency Production Support

With schedules moving quickly and timelines compressed ahead of the Super Bowl rollout, efficiency and communication were critical throughout every phase of production. Our team helped streamline logistics, coordinate crew operations, and keep production moving smoothly across both shoot days.

Experienced Local Crew

Luma Creative assembled and managed a full Bay Area production crew, including:

• Line Producer
• 1st Assistant Director
• Director of Photography
• 1st Assistant Camera
• Gaffer
• Key Grip
• Sound Technician
• Production Designer
• Wardrobe Stylist
• Seamstress
• Production Assistants

In addition to executional support, our production designer contributed creatively to help elevate the visual presentation and overall feel of the campaign.

Agile, Collaborative Execution

Because the campaign moved from prep to production in roughly a week, the ability to adapt quickly was essential. Our team worked closely with VaynerMedia to support evolving schedules, coordinate production needs efficiently, and maintain momentum throughout the project.

By combining experienced crew support with flexible problem solving, we helped create a smooth production experience while staying aligned with the creative direction established by the agency.

The Result

The final campaign delivered polished, social-first branded content timed strategically around Super Bowl conversation and audience engagement.

By partnering with VaynerMedia as an agency production support team, Luma Creative helped bring the campaign to life through efficient execution, experienced local crew, and dependable on-the-ground collaboration under an accelerated timeline.

This project highlights Luma Creative’s ability to serve as a trusted agency partner for brands and creative teams that need scalable crew solutions, reliable production services, and smooth execution on fast-moving campaigns.