Target Holiday

Role - Lead Art Director
Year - 2019

Client - Target

Holiday in retail means Christmas in August. To stand out of the competitive retail landscape, Target created the Holideals campaign. The goal was to inspire and communicate ease, through value, to our deal finder guest. As a lead Art Director, I designed the visual approach and produced the creative assets. The work lived across digital, social and print for 2 months.

THE RESULTS

With 6 fewer shopping days between Thanksgiving and Christmas demand shifted heavily into November above and beyond expectations by driving $15.7M in sales above forecast and reaching a historical high of 81.8% (previously 78.2%) in unit sell through.

THE IDEA

Help guests get more meaning out of the holidays by inspiring possibilities and easing the stress of the season.

Inspiration

The use of sets and environments to showcase product in new ways. Headlines that spark joy and excitement.

Ease

Simplify environments with white and off-white sets. Use customized shelving units to provide organization. Offers should be easy to understand and body copy informative and concise.