HBCU Pride Campaign

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.

My Role:

Senior Art Director + Creative Co-Lead

My responsibilities:

Art Direction, Creative Direction, Client Relationship Management, Digital Banner Design, Concept Ideation, Cast Interviewing, Talent Direction, Team Leadership, Director Selection, Director Treatment Review, Pre-Production Deck Design, Pre-Production Planning, Client Presentations, Script Development, Storyboarding, Set Design Direction, Shot List Execution, Styling Direction, Photography Direction, Video Direction, Retouching Oversight, Paid Social Ad Design, and Post-Production Supervision.

The Deliverables:

1) :30 LFV, (2) :15 SFV, (2) :06 SFV, 21 Stills, (2) Sets of animated digital banners, Paid social content, and (1) radio spot, and custom partnerships.

Omni-channel platforms:

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

Credits:

Agency: Quantasy + Associates. Production Company: Eleanor. Director: Rohan Blair Magat. Post House: Therapy Studios

:15 SFV: Paid Social

A cutdown from the :30 LFV spot, with a more concise script. Our aim was to highlight the moments of togetherness shared by Danielle and her friends as they celebrate their FAMU homecoming indoors. The video is intended to be used for paid social media ads.

The Cast:

Dainelle and Friends | Dainelle Riley, Stephanie (Her Partner), Jazmin Walters (Her best friend), Andre Powers (Friend)

The James Family | Mattie (Mother), Christopher (Father), Maziah (daughter), Caliana (daughter), Christian (Son), Jatu (Mattie’s Mother)