Target’s First Ever Creator/Creative Road Trip Photoshoot

Over the course of my career I’ve pitched a lot of ideas. Some that need immediate crafting from the beginning and others that are just perfect from the moment they leave the mouth. This wasn’t the first time a traveling photoshoot has been pitched but it happened to be the right idea, at the right time, with the right people.

Everyone knows that the quickest way to get to know someone is by throwing them into a situation that is uncomfortable but has a shared goal. That’s why a road trip for the “Wayfinders/Gen Z” generation was such a strong idea. I wanted to create an experience that was more relatable and authentic than anything we had ever done before. And I didn’t want it to be in a studio. If we’re all about making the most out of life, trying new things and creating experiences IRL, a road trip was exactly what we needed. So, we hit the road on a Monday morning, stopped by a Target store along the way and checked out numerous cultural experiences all while making new friends. Additionally, this experience ended up making the @TargetTag editorial creative look more consistent in the feed.

Lastly, we heard from our guests and from other Target stakeholders that “style” is an essential ingredient to our guest (Gen Z) conversations. And we wanted to better promote our newness across Wild Fable and Original Use, Target’s two new youth style brands. We knew we needed to do the following in order to make this a success in our leader’s eye;

• Lean into our Style product while also capturing content for our other verticals

• Give our community a new experience of traveling together

• Start a conversation that celebrates the awesomeness of the Midwest

• Give our community the chance to create content that delivers more across the
  Silly & Supportive spectrum

Creative Lead - Myself
Creative Strategy - Marissa Shrum
AD - Erin Furey
CW - Samantha Kaufman  
Line Producer / BTS photos - Bernadette Fox
Photographer - Dillon Johnson
Photographer - Oskar Theriault
Model - Lisa Prang
Model - Ashanti Carpio