Milk & cookies. Fun & games. Bump & grind. Some things are just better as a two-some than all by their lonesome. For Spring 2017, we created a campaign that celebrated all the fabulous pairs that are Happy Together.
Maybe it was the Beach Boys. Maybe Marky Mark's to blame. But #vibes is one of the most used hashtags for a reason. So, we put the Target twist on this social media mainstay for our Fall 2016 campaign.
We encouraged our network of talented influencers to #VibeItForward on social media by posting their vibes and asking everyone else to do the same. The result was a chain reaction of posts that spread good style vibes across the web.
JIMMY KIMMEL LIVE
Just because you're a parent, doesn't mean you have to give up on being cool. Together with Hyundai we created Helping Parents 2 Rock, a rock-star-led initiative to keep lame parents at bay. I concepted and wrote these comedy sketches that aired on Jimmy Kimmel Live!.
Re:Generation Music Project
To launch the Hyundai Veloster, we created the Re:Generation Music Project, a feature documentary that followed Mark Ronson, Skrillex, DJ Premier, Pretty Lights and The Crystal Method as they remixed and recreated five traditional styles of music.
We also created a branded festival experience at Coachella with a live-blogged road trip and two activations inside and outside the gates.
SXSW Official Selection 2011 2012 Cannes Branded Content & Entertainment Bronze Lion 2012 One Show Entertainment Silver Pencil
We then took Re:Generation on the road and created a branded festival experience at Coachella. We followed two 20-somethings as they live-blogged their road trips out to the desert. Instagram snaps, videos and tweets kept Hyundai's 600k followers updated on the coolest bands, sets and people all weekend long.
Starbucks Are You In?
Love 'em or hate 'em, Frappuccinos are the signal that summer is here -- for those young enough to actually enjoy summer. For 2015, we positioned Frappuccino as the instigator of fun, like that one friend who is up for whatever and down for anything.
Target Back To School
Going back to school is a really big deal for kids. From the sneakers to the notebooks to the backpack, it's important they feel confident heading into a new classroom for the first time. Thankfully, Target has everything they need to have a great year - and at the right prices for mom.
Target Buy One Give One
#1 Back To School Spot - Ad Age
For the 2014 school year, Target created the Buy One Give One initiative to help more students have the school supplies they need. For each supply bought in July, Target donated another to the Kids In Need Foundation -- up to $25 million in school supplies.
We created a stop-motion broadcast spot to get the word out about the program, as well as Instagram videos that acted as donation trackers for Target's social network.
TARGET My Kind of Holiday
Target's My Kind of Holiday campaign took its inspiration from the holiday traditions of modern families. Creative gift wrapping, "what the what??" turkeys, and even new ways of trying to catch Santa in the act were celebrated in our spots. All in all, the campaign had over 350 pieces of content, including eighteen films, that dominated the six weeks before Christmas.
On top of being the lead writer for the entire campaign, I also wrote the lyrics to all of the songs, working alongside the Grammy-awarded music producer Dave Sardy.
TARGET Be Yourself, Together
The wedding industry is flooded with idealized images of what life should look like after you say "I Do." We decided to celebrate the uniqueness of marriage and showcase real couples (including same sex couples) in domestic bliss using the wide range of Target registry products. Our casting choice was considered a bold move, as this was years before the SCOTUS ruling. Love is love, people.