Campaign ideation
for your favorite retailer.
My Roles: Art Direction, Design
Channels: Experiential, Video
The Assignment
Target’s iconic, fantasy-like campaigns are loosing their edge and becoming irrelevant in a world that’s craving humanity and authenticity. I was tasked to concept campaigns that could assist in making the Target experience unique and relatable for new and diverse audiences.
Here are three concepts devised to assist in making the Target experience unique and relatable for new and diverse audiences.
“I Feel
Like”
Concept
Using animation as a vehicle for immersive storying telling, we’ll create a Disney-montage- styled 30 second spot. It’ll follow our main character as he makes his new apartment a home. We’ll join him on an adventurous series of Target runs to find decor, complete DIY projects, cook new creations and… unexpectedly find love in isle 5.
Childish Gambino’s, Feels Like Summer sets the emotional tone of the spot, helping romanticize the playful experience of a Target run.
Media Platforms
Millennials and Gen-Zs find themselves in Target as the new Toys “R” Us; an adult candy shop. Target isn’t just a retail store, nor a place where you just shop it’s an experience.
Insight
Millennials and Gen-Zs find themselves in Target as the new Toys “R” Us; an adult candy shop. Target isn’t just a retail store, nor a place where you just shop it’s an experience.
The
SPOT
Concept
Third spaces are designed to encourage social interactions, create unique touch down spaces, foster connectivity and creativity, and to make use of spaces otherwise left unprogrammed.
To increase community engagement Target will host pop-up parks in metropolitan locations called The SPOT.
In collaboration with XYZ, we’ll repurpose sections of Target parking lots, transforming them into green spaces complete with benches, hammocks and modular tables.
Insight
“An increasingly popular concept in the building community is creating a space that is neither home nor work- affectionately termed as a “third space.”
Third spaces are designed to encourage social interactions, to create unique touch down spaces, to foster connectivity and creativity, and to make use of spaces otherwise left unprogrammed.”
Target+
Yowie
Concept
Target has a reputation for carrying well designed and considered home decor. Let’s partner with Shannon Maldonado and her a lifestyle shop and design studio, Yowie to curate a collection of pre-existing Target decor, as well as a limited edition Yowie x Target Collection.
Media Platforms
TikTok interior designers/influencers will be invited to make “Target Haul” TikTok’s describing their favorite Yowie decor and how they styled them in their homes.
Insight
“Designing a space isn’t easy. It can feel overwhelming making decisions about pieces you have to live with. And the task can feel even more daunting when you care about aesthetics and want to impress guests with your perfectly decorated home. But it doesn’t have to be hard.”