Client: Target
Target was opening new stores and renovating existing ones in predominantly Black and Brown neighborhoods — communities where the in-store experience hadn’t always lived up to the Target brand.
The goal was to earn the trust of these communities, not just by saying Target was a neighborhood partner, but by proving it through meaningful, locally relevant work.
For each neighborhood, we found and partnered with local artists, incorporating their artwork and perspectives directly into the campaign.
The work began in Fordham in the Bronx, followed by Inglewood in Los Angeles, Yonkers, Harlem, and more communities across the country.
Agency: 160/90
Target was opening new stores and renovating existing ones in predominantly Black and Brown neighborhoods — communities where the in-store experience hadn’t always lived up to the Target brand.
The goal was to earn the trust of these communities, not just by saying Target was a neighborhood partner, but by proving it through meaningful, locally relevant work.
For each neighborhood, we found and partnered with local artists, incorporating their artwork and perspectives directly into the campaign.
The work began in Fordham in the Bronx, followed by Inglewood in Los Angeles, Yonkers, Harlem, and more communities across the country.
Agency: 160/90
My Role(s):
Creative lead.
Concepted with other CDs from the beginning - to creating all final assets delivery.
Ideation, overall art direction in photography & design, animation direction, preproduction prep, on-set art directing, finding illustrator + director & working with them for final delivery. Direct hands-on layout design for all main OOHs assets. Worked closely with editor + colorist for final videos.
Deliverabels:
60s OLV, 30/15/6s variation videos, social videos, various OOHs (bus stops, taxi ads, train wrap, interactive kiosk ads), digital banner ads
Creative lead.
Concepted with other CDs from the beginning - to creating all final assets delivery.
Ideation, overall art direction in photography & design, animation direction, preproduction prep, on-set art directing, finding illustrator + director & working with them for final delivery. Direct hands-on layout design for all main OOHs assets. Worked closely with editor + colorist for final videos.
Deliverabels:
60s OLV, 30/15/6s variation videos, social videos, various OOHs (bus stops, taxi ads, train wrap, interactive kiosk ads), digital banner ads
Fordham NY 🏙
Various instagram / snapchat short videos
OOHs
Inglewood LA 🌴
OOHs
some BTS of us touring around Bronx and LA for photos and footages 🙃
