This campaign was unique in its modularity. Rather than telling one big story, we captured dozens of smaller, highly specific vignettes—each centered on a product category, savings moment, or tone shift.

This allowed us to build dynamic combinations over the course of the season, ensuring the messaging stayed fresh and relevant—from the first week of November to the final rush before Christmas. As art director, I worked closely with production to ensure every scene delivered visual clarity, emotional energy, and storytelling flexibility.

Throughout the shoot, I made real-time decisions on styling, framing, and pacing to keep the value message front and center—without losing the warmth and delight
that defines the Target brand.

Our set design, lighting, and visual system were intentionally built for agility, allowing us to pivot between product-forward shots and lifestyle-driven scenes. The result: a scalable holiday campaign that was joyful, high-performing, and distinctly Target.

The campaign extended seamlessly into social, where we translated the same storytelling structure into short-form, mobile-first content. Each social post functioned like a mini vignette—focusing on one product, one deal, or one joyful holiday moment.

By designing the creative system with flexibility from the start, we were able to carry the campaign’s energy and clarity into social without losing visual cohesion. These posts retained the same styling, tone, and pacing as the larger broadcast spots—helping the campaign show up consistently and effectively across every platform.