Target Spring
Campaign · Social
Target Spring
Launching Target Style’s Instagram with a colorful new look.
Role: Concept development, photoshoot art direction, storyboarding, design
AKQA San Francisco, 2012
Traditionally, Target promoted their departments separately, but Spring 2012 was the first cross-category seasonal campaign in the brand’s history. Combining products from fashion, beauty and home, we told the story of color returning to a wintry world.
As their digital AOR team, we made three videos to bring "Color Changes Everything" to life online.
We also created weekly Instagram challenges to go with each video as part of the launch of Target Style on Instagram. We started out with 30 followers and grew them to 50,000.
↓ Spring is the Thing: Shaking off those winter blahs.
↓ Hue Look Amazing: Colorblocking off the clothesline.
↓ Nailed it: A type-to-learn lesson in color.
↓ Accompanying Instagram posts.
Credits
Senior Copywriter: Andrea Bozeman
Creative Director: Kristina Slade
Director: Thayer Gowdy
