The holidays are the biggest time of the year for most retail brands, and Target is no exception. They invest big in making their bright-red presence known at Christmas time, and we start creative dev all the way back in April. Then, we spend a month from August-September living and shooting in LA until we've created the 700+ assets needed for this holiday season. I laughed, I cried, I learned, and surprisingly held onto my Christmas spirit. Happy holidays from Target, however you celebrate.
We created a series of spots for broadcast and streaming that emphasized (with copy! Woo! A rarity for Target!) all the different ways you can celebrate with Target products this holiday season.
Every year, Target produces an original song to be the soundtrack of their season. This year we worked with Ryan Tedder and Afro-Latinx R&B artist Rosemarie to reimagine a ‘90s cult classic, ‘Love Like This’ by Faith Evans.
We made a lot of things for this campaign. I won't bore you with a list, but here are some highlights: a Google x Target x Michele Buteau x doggos Times Square placement, a 5-minute long edit of said dogs that actually ran on YouTube TV, and headlines. Lots and lots of headlines.