Target: Complex’s Space Lift

Concepted and designed out the full graphics package for a custom video series for Target.

THE CHALLENGE: With the pandemic in full effect, many incoming freshmen were not able to experience the act of graduating and going away to school as most colleges were only doing online classes. To give students that feeling, Target wanted to show how students could still shop with them and convert their rooms at home into a dorm feel.

The concept wasn’t just to help incoming students revamp their living spaces as they embark on their freshman year of college through remote learning, but to showcase this in a digital space with a comfortable personality our audience was comfortable with. This personality would serve as our host. Target would help provide items for students based off things the host believes best represents the students’ personal styles, and aligns with career advice for each student from popular celebrities in the students’ desired profession. I looked to give a DIY feel to the graphics package that veered away from the normal Target branding.

I worked with a motion graphics editor and video editor to really bring some energy to the show as it was shot and produced entirely through Zoom video calls and DIY camera setups. Click HERE to watch the series.

This was a very rewarding program as the students were very overcome with emotion and thankful to be part of the campaign. Getting Target to give them items that contributed to their steps toward their future was inspirational for them. The team that worked on this was deeply moved by this initiative especially with the pandemic creating such uncertainty for students at that time.