Togetherness

Client | Target

Agency | Quantasy + Associates

My Role | Creative Co - Lead + Senior Art Director

I was responsible for collaborating with our client partners at Target and my creative team at Quantasy to develop the full creative direction for this campaign, from the initial brief through to launch. I co-presented our creative concepts, which encompassed both the scriptwriting and visual storytelling for the spot, ensuring all elements aligned with Target's brand guidelines. Notably, I integrated talent like Andre Powers (Soulection DJ) to enhance the campaign’s cultural relevance.

Pre-production was a key phase where I played a major role in finalizing the pre-production book, securing our recommended director, and leading the storyboard artist to visually capture our creative vision. I also managed the styling team to ensure our cast’s looks were on point and that the talent felt comfortable throughout the shoot.

On set, I directed and led photography, offering creative guidance on video to ensure consistency in the campaign’s visual narrative. In post-production, I led the retouching process for still photography and on-figure shots, while also guiding the post-production house on editing videos and mastering the music for the spot. I worked closely with our design team to develop digital assets, as well as overseeing the out-of-home (OOH) assets, ensuring a cohesive final campaign across all platforms.

The Campaign

This homecoming season (2023) we’re celebrating pride, legacy and excellence by spotlighting the richness of HBCU culture and its groundings in Black culture. HBCUs are such a powerful force within the Black community and there’s no clearer time to celebrate this energy. We highlighted the meaningful ways Target is working with HBCUs, Black founders, creators and guests. Target has been supporting HBCUs for years, but most people aren’t aware of this legacy. Target's ownable and powerful positioning is the way it creates and enhances spaces that bring us together. Our moments of togetherness, no matter how small, are sacred. So in the best way, for the broader Black community, home is being together. This campaign features Dainelle Riley, The founder of HBCU Culture Shop + Target Partner.

Omni-channel platforms

Broadcast, OOH, photography, organic/paid social, digital display, dotcom, and custom partnerships.