Target Deals Campaign

As an ACD on this campaign, I’ve led a range of creative to support broad and specific deals content across external and internal channels.

 

Wellness Deals

There is no shortage of wellness messaging in the post-holiday retail landscape. To stand out, we crafted compelling and distinct social deliverables for Target Deals, focused on demonstrating affordability of quality products.

 

Co-ACD: Stephanie Hofmann  •  Creative Strategy: Timbra Dye  •  Art Direction: Kristina Brust  •  Copywriting: Stephanie Dosser
Photography: Fresh Coast Collective

Dynamic Digital and Video

With specific deals and offers changing weekly at Target, we needed creative solutions to efficiently publish them across channels. By creating unique containers for both video and digital content, we were able to ensure Target brand linkage with heroic and clear deal messaging. 

500+ unique deals were created each week.

44 new motion assets were created to support 15 categories of deals.

Deal copy & imagery was shared across channels to dynamically generate consistent deal content.

 

Collaborative ACDs: Devon Hague, Tesia Jurkiewicz, Jesse Gadola  •  Video Art Direction: Kristina Brust, Tess Lund  •  Digital Art Direction: Derek Huber, Kevin Kinley  •  Digital Design: Jeremy Winter  •  Copywriting: Susan George, Fredrik Hausmann  •  Digital Program Management: Maggie O’Sullivan • Photography: Fresh Coast Collective

 

Digital Deals Playbook & Approach

Deals are an integral part of the digital shopping experience for the Target guest. The content itself is highly reusable, with offers typically living across multiple web and app pages. Our visual approach needed an overhaul to increase consistency and poise content for personalization.

 

Our top priority was to increase cohesiveness & clarity of deals.

In order to achieve this we simplified our approach and eliminated unnecessary visual deviation.

 
 

Brief

I crafted the creative brief alongside
XD partners, with strategy rooted in behavioral science.

Alignment

Partner alignment is critical to upholding this approach. Incremental check-ins were an investment in the work.

Approach

The team went in-depth, exploring a sliding scale of visual options throughout this extensive project.

 

Art Direction/Design: Eric Mattson, Jenna Privatsky, Jessica Pulemjotov, Mackenzee Pierog, Rushil Rajaratnam
Copywriting: Susan George  •  XD: Michael Williams, Laura Rades  •  Project Manager: Mikkala Korton

Target Deals  //  Services Rendered

Associate Creative Direction at Target  •  Creative teams credited above