Gimme a (spring) break

Creative Direction, Creative Strategy, Ideation, Writing, Business Development for POP

With the COVID pandemic entering its second year, just about everyone had a case of cabin fever. Our 2021 Spring Break Out! campaign by Roundel for Target was designed to provide some relief to busy parents and bored kids—and spread Target’s philosophy of “joy for all.”

Working with Roundel—Target’s in-house media agency—we crafted a campaign that would appeal to Guests, as well as attract the many clients whose beloved brands are featured in Target aisles. The tentpole content was initially designed for Spring, but as the pandemic continued, we quickly realized the potential for Break Out! to become an evergreen campaign, punctuated by seasonal moments and special events, with the support of both in-store and digital activations.

Note, this is a selection of creative concepts from a detailed presentation package.