MY PHILOSOPHY: Meet people where they’re at. Speak their language. Create a lasting bond.
WHAT’S BELOW: Target national campaign launches (2020)
WHAT: Target’s 2020 Black History Month Campaign
MORE PRESS FROM: Forbes, Stylecaster, The Root, Star Tribune
MY ROLES: Creative theme and conceptualization, copy, video scripting & production, interviewer for all video content.
CREATIVE THEME: “Black Beyond Measure”
Target took a proud, authentic stance within the Black History Month retail space with this year’s exclusive assortment and marketing campaign.”Black Beyond Measure”, the creative theme and collection name for 2020, was a bold and affirming approach to amplify Black success stories while uplifting the next generation of changemakers.
From still photography, digital storytelling and in-store displays to Instagram videos and Youtube content, the Black Beyond Measure campaign honored the idea that Black identity, Black community and Black stories can be expressed and celebrated to the greatest extent possible.
Most importantly, the campaign impacted Target guests in a relatable and meaningful way, elevating real-life success stories from Black entrepreneurs and Target team members. Each story not only inspired audiences to courageously pursue their own dreams, but helped to capture significant sentiments within the Black community–truth, strength, joy and undeniable worth.
THE COLLECTION:
THE FEATURED ENTREPRENEURS:
Jocelyn Cooper – Co-CEO of Afropunk (sponsored by Target)
Rochelle Graham-Campbell – Founder of Alikay Naturals (sold at Target)
Melissa Butler – Founder of The Lip Bar (sold at Target)
Calvin Quallis – Founder of Scotch Porter (sold at Target)
DIGITAL EXPERIENCES:
Black History Month Hub on Target.com
Black Beyond Measure Founder Hub on Target.com
Black History Month Team Member Stories for Target Finds
PRE-ROLL VIDEO SERIES: “Black Beyond Measure: Real Talk on Black Success”
Real talk on: Entrepreneurship
Real talk on: Black representation
Real talk on: Self-love
TARGET.COM VIDEO CONTENT: See what “Black Beyond Measure” meant for each entrepreneur…
Rochelle’s story, Calvin’s story, Jocelyn’s story, Melissa’s story
shelby-creative.com 