Last weekend, model Ashley Graham dropped a movie trailer to her 21m followers teasing a film called Omitted starring her has the lead role coming this US Autumn.
But the film isn’t real. It was never made.
Because while around 67% of US women wear plus-sizes, less than 1% of them are cast as the main characters in top films.
On Thursday October 2, a new trailer revealed that Omitted is actually the launch of Ashley Graham’s new plus-size line at JCPenney!. The trailer, Omitted, began airing in select theatres across the country on October 2, presented ahead of the year’s biggest films, including Roofman, A Big Bold Beautiful Journey and more to engage with female audiences and amplify the campaign’s messaging of empowerment. The trailer will also appear on Vizio via home-screen takeovers, across YouTube, TikTok, Reddit and Meta.
Marisa Thalberg, EVP & chief customer and marketing officer for JCPenney parent, Catalyst Brands, stated, “The Ashley Graham for JCPenney collection serves to make a point – the truth is that curvy women are RARELY cast as the lead in feature films. So, in a culture where fashion tends to shine its spotlight on the same bodies and stories, we decided to make a trailer for a movie that we hope will become a real one soon. But also, to boldly introduce how we are about to give so many women out there the main character energy they deserve—on the screen and most certainly in life. The timing couldn’t be more perfect. Ashley has entered a new era of her career and at the peak of her influence, and JCPenney is boldly redefining retail with our ‘Yes, JCPenney!’ brand evolution, turning heads, disrupting retail conventions and inviting a new generation of customers to see what our customers have known all along. Yes, we have great fashion, yes at that price and yes in ways that fit and serve all bodies.”
Dana Buckhorn, associate creative director at Mischief, added, “We launched the collection with a fake movie designed to make a very real statement. We wanted to shine a spotlight on something the industry too often ignores: the lack of true plus-sized representation. The campaign isn’t just about this bold, new clothing line—it’s about refusing to fade into the background. And making yourself the main character, even when the world around you won’t. No one expects this kind of industry disruption from what has always been seen as a traditional retailer. But with this complete brand overhaul, that’s exactly the point.”
Credits
Client: JCPenney
Marisa Thalberg: EVP, Chief Customer and Marketing Officer
Carl Byrd: SVP Creative & Brand Synergy
Bill Cunningham: VP Integrated Marketing
Wendy Santana: VP of Business Development
Arthur Wayner: VP Global Creative Marketing & Public Relations
Sheazanne Ferlita,:Creative Director
Wendy Santana: VP of Business Development, Corporate Strategy
Liz Nix: Executive Marketing and Brand Strategist
Tara Geraghty: Head of Marketing Operations & Creative Services
Ann Fifer: Senior Manager, Experiential Marketing
Jamie Sancen: Director of Photography and Broadcast Production
Patrice Goulet: Senior Manager, Casting & Styling
Amanda Denman: Manager, Styling
Creative Agency: Mischief
Greg Hahn: Co-Founder & CCO
Kerry McKibbin: President & Partner
Kevin Mulroy & Bianca Guimaraes: Partners & Executive Creative Directors
Dana Buckhorn & Tanner Thompson: Associate Creative Directors
Patrick LaBelle: Copywriter
Kaitlin Kehoe: Art Director
Tyler Harris Oliva: Managing Director
Maddy Vonderhaar: Account Director
Ally Vuono: Senior Account Executive
Will Dempster: EVP Head of Production & Partner
Madi Miller, Senior Producer
Elly Lupi: Business Manager
Jeff McCrory: Partner & Head of Strategy
Sadia Ali: Strategy Director
Andrew Sakuda: Senior Strategist
Oliver McAteer: Head of Development
Video Production: Picture Farm
Tom Dey: Director
Henriette Ohno: 1st AD
Zoe White: Director of Photography
Ben Freedman, Executive Producer
Agustina Gaviola: Line Producer
Photo Production: Picture Farm
Coliena Rentmeester: Photographer
Henriette Ohno: 1st AD
Ben Freedman: Executive Producer
Agustina Gaviola: Line Producer
Ashley Graham Team
Gabriella Karefa-Johnson: 1st Team Wardrobe Stylist
Evanie Fautso: 1st Team Hair Stylist
Raoul Alejandre: 1st Team Makeup Artist
Post-Production: The Candy Factory
Ryan Delk: Editor
Chris Hagen: Flame Artist
Joseph Ryan: Animator
Coleman Sweeney: Executive Producer
Deven Sportelli: Junior Producer
Colour Grade: Rare Medium
Ayumi Ashley: Colourist
Heath Raymond, Colour Executive Producer
Nubia Lima: Colour Producer
Audio & Sound Design: Sonic Union
Rob DiFondi: Sound Design & Mix Engineer
David Papa: Mix Engineer
MK Valentino: Executive Producer
Gina Petrarca: Sound Producer
Quinton Carr-Goodwin: Assistant Engineer
Paid Media: DENTSU X
Public Relations: FleishmanHillard
Social Media & Influencer: VaynerMedia
Influencers & Creators: Kelly Augustine, Emma Arletta & Michelle Buteau
