TARGET | BACK TO COLLEGE
After countless zoom chats with college students, we heard one thing loud and clear: Creating authentic experiences was crucial to connecting with them as customers. So starting that year, we switched our audience from parents to students. We then created a variety of living spaces that were inspired by Gen Z.
As Digital Creative Director, I oversaw the .com side of the project, working in tandem with the campaign team to share assets, processes, and even talent (casting one of my top digital ADs on the campaign work). Proactive collaboration meant digital could advocate for website design from the beginning, fusing an inspirational campaign with a seamless multi-channel shopping experience.
Creative Team
CD: Liana Raudys
Agency: Adolescent Content
ADs: Mark Bahn, Dawn Wenck
Designer: Andy Timm
CW: Ellie Schneider