Target Camp & Pool

How do we get guests to shop at Target for the summer season? As lead Art Director for Camp & Pool, I created a visual approach for the 4 month long summer season. The creative I produced lived across print, digital, social and online at Target.com. I designed pages in the Weekly Ad and art directed location photography. Three months of partnering with strategists, ideating with a copywriter, and organizing a location shoot in Miami makes this campaign so sunny!

Role - Lead Art Director
Year - 2020

Client - Target

THE IDEA

Let’s cannonball into summer with Target. Target’s approach to summer was to highlight iconic childhood moments. We also had the launch of Summer Squad and a partnership with Sierra Designs. These two brands were united under the Summer Campaign umbrella through bright colors, playful styling, and graphic compositions.

Sun Squad Target Owned Brand

We used vibrant colored sets to reflect this whimsical brand. We brought focus to the graphic product by flooding the composition with water and grass plates. Infusing a fun and playful tone in our messaging and adding the sun squad logo to our ads brings the brand into the spotlight.

Sierra Designs Product Product Partnership

Target partnered with Sierra Designs to make an outdoor camping line free of complicated equipment. The goal? Make adventure closer. You don’t need to be a boy scout to enjoy nature. I positioned the creative to reflect our accessibility to being outdoors. From tailgating with friends to setting camp in the backyard, these are the moments where this product can come into play.

THE RESULTS

Marketing drove $19.8 million in sales when this campaign was live. Due to the pandemic, Target pulled some of their marketing spend. Creative was resourceful with our assets by using them additionally across digital, email, and Target.com.

Quarantine increased our guests interest in sporting goods and outdoor equipment. This took a toll on our inventory supply, causing us to edit/redo ads at a moments notice. Because of the out-of-stocks we gradually reduced our marketing spend by 16% over the quarter.