2022

Target SPring

Digital Designer, Mother NY

How might we take a graphic approach to a traditional campaign?

Target's design legacy is typographic and bold. This campaign started there, treating large-scale type and graphic patterns as the conceptual anchor.

Design Team: Josiah Werning + Gonzalo Donoso  |  Creative Directors: Loi Ramos + Abigail Harris-Shea  |  Director: Lacey

The Brief

Target's spring campaign spanned swim, home goods, and toys. The task was to bring a graphic, design-centric point of view across all three categories: bold typography, pattern animation, and a grid structure built to feel cohesive with Target's existing bold and minimal brand language.

Graphic patterns pulled from product and packaging move in rhythmic animation between shots.

The Solution

Large-scale type and rhythmic pattern animation feel native to the frame, carrying as much visual weight as the people and product on screen, while staying unmistakably Target.

A global grid structure ties swim, home, and toy spots into one consistent system.

Type was accounted for at the storyboard stage, with compositions left intentionally open so large type could read as integrated into the footage rather than layered on top.