HBCU Pride Campaign
Challenge:
Celebrate HBCU Pride by bringing the HBCU Culture Shop to life through authentic stories of family, tradition, and community. The campaign highlighted Target's ongoing investment in HBCUs while showcasing products from Black creators across broadcast, digital, social, retail, and dotcom.
Results:
Sold out HBCU Culture Shop collection in select Target stores.
My Role:
Senior Art Director
Creative Co-Lead
Credits:
Agency: Quantasy + Associates Production Company: Eleanor Director: Rohan Blair Magat 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 SFV (2), :06 SFV (2), 21 stills, Animated Digital Display Banners (2 sets), Paid Social Content, OOH, and Radio Spot.
01
Hero Film : 30
Channel: Broadcast + Social
As the campaign's hero asset, this film celebrated HBCU Pride through the traditions, relationships, and game day rituals that bring communities together. From creative brief to final delivery, I partnered with strategy to shape the campaign narrative through script development, storyboarding, and art direction, while helping identify supporting talent—including the James family and DJ Andre Powers—to authentically expand Danielle Riley's story beyond the HBCU Culture Shop. I led the art department in transforming a single location into distinct environments that reflected each story, carrying the creative through production and post-production to the final delivery.
02
SFV Cutdown :15
This :15 cutdown centered on Danielle Riley, bringing the HBCU Culture Shop to life through an intimate at-home tailgate with friends. I partnered with the Executive Creative Director to refine the script, edit, and pacing, ending on the moment her collection appeared on Target.com to connect the emotional story back to the shopping experience.
Channel: Broadcast + Social + dotcom
03
Photography
I led the visual direction across the campaign's photography, developing the shot list and overseeing every creative detail—from wardrobe, props, food styling, and product compositions to talent direction and final selects. Working closely with each department, I crafted imagery that authentically captured HBCU pride, family, and community while naturally integrating the HBCU Culture Shop and featured Black-owned products. The final photography extended across Target.com, e-commerce modules, campaign landing pages, editorial content, and became the foundation for the digital banner system featured below.
Channel: Dotcom
04
Digital Banners
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.
Channel: Dotcom
05
OOH
The campaign culminated in a large-scale digital out-of-home experience in Times Square. I helped translate the campaign's storytelling into a motion-first format, refining copy, pacing, and animation to ensure the creative remained impactful at scale while staying consistent with the broader campaign. The final execution brought HBCU Pride to one of the world's most iconic advertising destinations.
In The Wild
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Jame's Family Fitting
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OOH In Times Square
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Styling
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Me at work :) Test shot
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the team
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the team
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Dainelle and her best friend
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day 2 success
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The
