In 2020, Target launched Más Que (in english, "More than"), a platform to amplify Latino creators and brands within the store. By 2023, the platform had grown beyond Latino Heritage Month, to an always-on platform to support the community year round. I acted as Lead Art Director to both photo and video for the first installment of the always-on work. When this campaign went live, it was the best performing multicultural campaign to date, not only boosting the platform and sales, but having record breaking resonance with the Latino guest. This body of work is being reused again in 2024 due to it's success.
Video:
(:30 & :15 EL & SL)
(:30 & :15 EL & SL)
Team member spotlights:
As part of the campaign, we spotlighted Latino employees to share their experience being apart of the ongoing behind the scenes at Target.
As part of the campaign, we spotlighted Latino employees to share their experience being apart of the ongoing behind the scenes at Target.
Photo:
Digital:
