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, Client Relationship Management, Graphic Design for Digital Banners, Ideation, Interviewing the Cast, Leadership, Photography Direction, Pre-Production, Presentation, Retouching Direction, Scripting, Set Design Direction, Shot List Execution, Social Media Paid Ad Development, Storyboarding Direction, Styling Direction, Video Direction, and Video Post-Production.

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)