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Creating editorial-like advertising for a mass market. Telling a story around a product line within a seasonal context.
Focusing on mass market that is undergoing change due to national economic changes. The challenge was to infuse all material with spirit and joy while clearly defining the audience. Importance was placed on finding a way to stay connected to the customer’s needs, respecting the guidelines of the brand and pushing the perception of the brand forward.
Concept for rebranding Target for print and television. Concept for rebranding of Merona, a fashion label sold at Target.
Concepts for fashion and home decor spring 2009, concept for brand campaign 2009. Collaboration with high-level photographers and collaborting closely with writers.
Concept development, art direction and design.
This project was developed with Peterson Mills Hooks in Minneapolis where I was hired an an ongoing basis as freelance Art Director for this and other projects.