Target Home
Creative Lead · Art Direction · Photography · Campaign Development · Production Leadership
A lot of moving parts. One point of view.
Target Home covered a little bit of everything: studio, location, seasonal, promotional and brand work. I led creative across high-profile drive periods, partnering closely with merchants and marketing to keep the work cohesive wherever it showed up.
The shoot starts before
the camera rolls.
Before production, we mapped the work pretty tightly: products, offers, composition, crop needs and all the different ways the photography would eventually have to work. That gave the crew a clear plan going in, with enough room to make the work better once we were on set.
Different brands.
Same Target gut check.
From Nate Berkus to Oh Joy! to Room Essentials, every brand had its own point of view. My job was to protect what made each one distinct while keeping the work unmistakably Target.
Make the shoot
work harder.
A single production often had to solve for more than one execution. We planned products, categories, offers, formats and variations from the start, then made selects and edits in real time so the photography could stretch across the campaign without losing the idea.
The goal wasn't just the hero shot.
It was coming back with a library of useful work.
The tools change.
The thinking doesn’t.
This work predates today's AI-driven production tools, but the fundamentals haven't changed: understand the brand, build the right team, plan for reuse and create with every channel in mind. Better tools just make that thinking more valuable.