Target Mother's Day
Target's strategy for this holiday was to create a Mother's Day event. My role was to create a visual approach for the 2 week long celebration. I designed pages, art directed the photography and constructed flowers for the animation. The creative lived across print, digital, social, and online at Target.com. The flower animations lit up the Minneapolis skyline on top of Target HQ.
Role - Art Director & Designer
Year - 2020
Client - Target
THE RESULTS
Despite the loss of store traffic, we pulled through with our online and store-pickup fulfillment. The front cover of our Printed Weekly Ad drove $45.3M in sales up 35% to forecast. Our floral business was competitively priced beating forecast by 66% and marking second highest day on record to Valentine's.
THE IDEA
We surprised our deal-seeking guest by infusing the creative with flowers blooming and opening revealing our top Mom's Day gift deals. In order for Target to win Mother's Day, we needed to communicate ease (safe shopping methods) and value (volatile economic climate). We also wanted to speak to our Hispanic audience knowing the date coincided with El Dia de La Madre and is a holiday celebrated across cultures.
The flowers softened our promo-messaging voice and united the cross-category gifting items. We focused on the multicultural aspect of the holiday through the cover headline (Surprise Mama) and casting.
Due to COVID we focused our messaging on safe shopping methods. We also wanted to reflect social distancing guidelines (replacing front cover image with a solo model) so we removed any nod to social gatherings in our marketing.
PROCESS
Below are mood boards, color palette, illustrations for the front cover of the Printed Weekly Ad, flower construction diagram and testing of flower animation.
Photographer: Colleen Gunther
Asst: Andy Servais
Digi Tech: Mike Bloomquist
Stylist: Kirki Schultz
Hair & Makeup: Fatima Olive
Floral Artist: Tony Vu
AD: Rebecca Shalloway
AD: Heather Bahr
AD: Mychaela Bueche
AD: Jessie Schneider
CW: Susan George
ACD: Samantha Jimenez
Creative Producer: Rebecca Glenz
THE TEAM
Production Artist: Chad Mehl
Production Artist: Sean Blackford
Creative Producer: Ali Spitzack
Motion Producert: Suzy Cyr
MINNEAPOLIS SKYLINE ANIMATION
The Target Lights hold the title for largest LED display in the Midwest, but the brand has reserved the lights to be a public art gift, not an advertisement. For Mother's Day we used the flowers to create a piece of art that would be felt by those who are stuck inside and can't be with their mom's on Sunday.
