The Black Panther: Wakanda Forever campaign for Target celebrated the power of fearless imagination through a short film, digital experiences, and immersive activations. Partnering with Marvel and LEGO, Target tells an inspiring story where anything is possible, inviting audiences to envision a world where innovation and creativity have no limits.
SUMMARY
ROLE
SENIOR ART DIRECTOR
CONCEPT
ART DIRECTION
EXPERIENTIAL LEAD
PARTNER AGENCY LIAISON
INPUT
TARGET
MARVEL
LEGO
PARTNERS
Gold Winner, Clio Awards, Wakanda Forever, Power in Partnership with Target
“Wakanda’s changed things, forever. Now nothing seems impossible. How will you share your brilliance with the world?”
-Riri Williams
THE CHALLENGE
How can we bring Black Panther’s vision to life while uplifting the community and inspiring collective participation in creating a world where everyone belongs?
Short Film
In the spirit of fearless imagination, where nothing is impossible, Target, in partnership with Marvel and LEGO, tells the powerful story of two inspiring characters—Marvel’s Riri Williams and young, emerging inventor Emery—on their journey of discovery, creativity, and endless possibilities.
DIRECTOR: MALIK VITTHAL
Production BTS
Store Experience, Hologram, and AR
Leveraging augmented reality and in-store experience design, this idea brings the story of Marvel’s Riri Williams and young inventor Emery to life. Shoppers can immerse themselves in an interactive journey, seamlessly blending the physical and digital worlds to explore themes of imagination, discovery, and innovation—transforming the in-store experience into an engaging and unforgettable adventure.
In-Store Signage
Hologram Simulation
Mood Board
Experiential Activations
This idea is brought to life through dynamic experiential activations, including the Black Panther world premiere in Los Angeles in partnership with LEGO, New York Comic-Con, and community purple carpet premieres.
Purple Carpet Activation x LEGO
BTS World Premier Purple Carpet
Chicago Purple Carpet Premiere Sizzle
“I just wanted to thank you for giving our kids an unbelievable experience. What struck me last night is how incredibly special our children felt…they had a whole theatre just for them, lots of popcorn and soda with an opportunity to be the first not the last to see a hot new movie. They showed up as their best selves as a result with smiles and joyous laughter not believing that they had been chosen to be a part of something special.”
Guest Feedback
“Thank you so much for the opportunity to see an advanced screening of Black Panther: Wakanda Forever. It was such a great occasion to run into colleagues and friends and to have a great evening with my family. Black Panther is something that affirms me as an African American in so many ways. Thank you to Target and Phyliss Wheatley for sharing the screening and all of the community feeling that came with it!”
“On behalf of our staff and LINK families, I want to pass along our collective gratitude for last night's screening! Obviously the movie itself was great, but the gift bags, purple carpet, and performers were wonderful touches and we all enjoyed the special experience.”
New York Comic-Con
