Target’s Black Beyond Measure (BBM) brand partnered with the Essence Festival of Culture to honor the ways Black women invest in themselves and uplift their communities. The team created integrated campaign assets that connected seamlessly across multiple touchpoints, enhancing the celebration’s reach and impact while honoring the strength and influence of Black women.
SUMMARY
CREATIVE LEAD
ROLE
CONCEPT
ART DIRECTION
AGENCY FEEDBACK
EXPERIENTIAL LIAISON
INPUT
TARGET
ESSENCE
PARTNERS
THE IDEA
Elevate and celebrate the ways Black women have deepened their capacity for love by truly investing in themselves. Through resonant themes of community, sisterhood, and ease, we weave a story that amplifies the importance of Black cultural expressions and the safe spaces that nurture their comfort, rituals, and radiance.
Look & Feel
Built on BBM’s established aesthetic, we infused summer freshness and warmth with dynamic lighting, rich textures, vibrant music, and seasonal elements.
Selection of Campaign Videos
“Glow Together” :30 LFV
The value of sisterhood was beyond measure. In this linear narrative spot, we showed the love, light, and joy that came from reuniting with your circle. We watched our group of friends prepare for an upcoming gathering through activities that were made even better by doing them together: self-care, makeup, sipping wine, dancing, and reminiscing. We basked in their joy and saw their inner and outer glow grow together.
“Inner Glow” :15 SFV
In this spot, we showed guests simple ways to prioritize themselves, allowing them to shine and show up for their circle. Through conversational VO paired with b-roll, we saw our talent in solo moments of self-care and reflection ahead of the upcoming gathering at her home. She talked about her self-care rituals and the energy she aimed to cultivate in her day-to-day life.
“Outer Glow” :15 SFV
In this spot, we showed how the love and foundation of family can support the individual. We followed another friend as she packed for her trip while her partner and child separately packed a bag full of her favorite products to add to the weekend of fun. Through conversational VO paired with b-roll, she talked about how the support she received from her family allowed her to create space for herself.
BTS in New Orleans
Selection of Photography, OOH, Web, & Digital Display Elements
Essence Festival of Culture Activation: Target House Party
In addition to producing custom video and digital assets, the team collaborated with Wasserman to deliver a one-of-a-kind activation at the Essence Festival of Culture, creating a memorable and impactful experience.
