Black History Month Campaign
Challenge:
Launch Target's first-ever Black History Month collection featuring 100% Black-owned or Black-designed products across every customer touchpoint.
Results:
+$19.4M Sales
+55% New Customer Engagement
My Role:
Art Director
Creative Co-Lead
Credits:
Agency: Quantasy + Associates Production Company: Native Director: Ocean Vashtie Post House: Therapy Studios
Omni-channel Platforms::
Broadcast, social, photography, organic/paid social (Instagram, TikTok), digital display, dotcom, and custom partnerships.
The Deliverables:
:30 Hero Film, :15 Social Cutdowns (2), :06 Paid Social (2), Photography (21 stills), Animated Digital Display Banners (2 sets), Paid Social Content, and Radio Spot.
01
Hero Film | :30
As the campaign's hero asset, this film introduced Target's first-ever Black History Month collection featuring 100% Black-owned or designed products. From creative brief to final delivery, I partnered with strategy to shape the campaign narrative through founder and HBCU Design Challenge winner interviews, script development, visual storyboarding, and video creative direction. I led the art department in transforming a single warehouse into distinct environments for each founder and HBCU Design Challenge winner, ensuring every setting reflected the story behind their work while guiding the creative through production and post-production to the final edit.
Channel: Broadcast + Dotcom
02
Cutdowns | :15
The hero film was adapted into two 15-second cutdowns, each designed to communicate a different story. Working alongside the Executive Creative Director, I helped shape the narrative and copy for one edit highlighting the HBCU Design Challenge winners, while the second celebrated the breadth of the collection by featuring products from every participating Black-owned brand. Together, the edits expanded the campaign's storytelling across social while remaining rooted in the original creative vision.
Channel: Broadcast + Social
03
Cutdowns : 06
The campaign was further adapted into two six-second cutdowns featuring Rayo & Honey and Sammy B Designs. Designed for quick, product-focused storytelling, I helped refine the final edits through end card animation, lower-third design, pacing, and finishing to ensure each spot remained visually cohesive with the broader campaign.
Channel: Broadcast + Social
04
Organic Storytelling
To deepen engagement beyond the hero campaign, I developed two social-first videos that gave featured founders additional space to tell their stories. I directed the creative approach for each piece, capturing Sammy B through a "Get Ready With Me" format on iPhone and highlighting Ade + Ayo's Nigerian heritage through a story centered around family, creating content designed specifically for organic social. Both videos were published across Target's Instagram and TikTok channels, extending the campaign through authentic, platform-native storytelling.
Channel: Social (Organic)
05
Photography
I led the art direction across the campaign's photography, collaborating with the photographer, stylist, MUA, prop stylist, and retouching team to create a cohesive visual language for the collection. I developed the shot list, directed talent, product compositions, and worked alongside the client to make final selects, ensuring an efficient post-production workflow and imagery that reflected Target's creative standards. The final photography extended across Target.com, campaign landing pages, product modules, and became the foundation for the digital banner system featured below.
Channel: Dotcom and Digital Banners
06
Digital Banners
Channel: Dotcom
Built from the campaign photography, two digital banner systems extended the campaign across Target's digital ecosystem. I led the creative direction for layout, storytelling, and motion, shaping everything from opening animations and typography to CTA behavior while partnering closely with copy to ensure every message aligned with Target's brand standards. The final system was adapted across eight unique specifications, maintaining a consistent experience across every placement and format.
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with the talented Brittany bravo
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Founder of rayo + honey fitting
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the creative team
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Me at work :)
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Sammy B Fitting
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little giants little shorties fitting
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a successful production
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rayo + honey set
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approved fits
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In-store
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In-store
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post: color grading direction
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Post: Sound mixing
