Target Fashion / Kids
Creative Direction · Art Direction · Photography · Casting · Production
Fashion moves fast.
Kids move faster.
I led creative across Target fashion, working across categories, age groups and brand expressions that were constantly evolving. Kids was one of my favorites. The work had to feel current and unmistakably Target, but never so controlled that we lost the personality and spontaneity that made the photography good.
Plan the shot.
Leave room for the moment.
We planned tightly before every shoot: casting, wardrobe, locations, layouts and the key product moments we needed to capture. I chose and led the crew, partnering closely with merchants and buyers to make sure we had the right people and the right plan going in.
Then we left room for real life to happen. Especially with kids, some of the best shots came from knowing when to stop directing and let the moment play out.
A system with room to play.
Image direction and style guides kept the work consistent without making it rigid. That’s also how I lead: set a clear direction, then give talented people room to explore, challenge the expected and make the work better.
The tools change.
The eye still matters.
Production keeps evolving, but knowing what feels current, what feels on-brand and when a moment feels real still matters. New tools can make us faster. They don’t replace taste, judgment or knowing when you’ve got the shot.
