2021

Target OOH

Digital Designer, Mother NY

How might we make a large out-of-home campaign feel personal?

Out-of-home advertising tends to flatten everything into scale, a wall is a wall no matter what's on it. Target's nationwide campaign found a way to keep affordability and representation feeling personal, even at billboard size.

Design Director: Josiah Werning  |  Creative Directors: Paul Boupha, Bonnie Lumely

The Brief

Target's out-of-home campaign ran nationwide across dozens of placements and sizes, carrying two distinct messages: affordability and assortment. Working alongside a Design Director, a motion designer, the comms team, and the client, the task was to build systems for each message that stayed distinct from one another while sharing Target's core language of color blocking, bold messaging, and fluid motion transitions.

Affordability Campaign

The affordability campaign made the case that everyday essentials shouldn't come at a premium — pairing product icons with real pricing pulled directly into the design.

Pricing and product icons spin like a slot machine, easing to a stop on the final combination.

Shoppable via QR code — scan to build your cart on the spot.

Assortment Campaign

The assortment campaign celebrated the diverse business owners carried by Target, including brands like The Doux, with product imagery rethought to feel as vibrant and varied as the businesses themselves.

Oculus placement, one of the most visible out-of-home spaces in the country.

The warm, red-centric palette was drawn from the business owners and products featured in the campaign, keeping the system rooted in the people it celebrated.

Motion stayed simple, keeping business owners and products front and center.