Back to College
As Creative Director, I led the end-to-end creative vision for Target’s 2026 Back to College season, connecting the in-store and digital experiences with a national, creator-led advertising campaign. The work began in-house, where I lead of team of designers & copywriters to develop a flexible creative system spanning a comprehensive style guide, store signage, localized executions, in-store activations and digital deliverables.
For the campaign, I worked closely with Crispin, our external agency, along with Target’s Guest Marketing Strategy, Social and Media teams. Together, we transformed the familiar invitation “Let’s run to Target” into “Let’s RTT”: a social-first idea rooted in how Gen Z communicates, connects and experiences college milestones together.
The campaign came to life through creator-led hero digital video, self-captured content, paid & organic social, audio, display and out-of-home. Across every touchpoint, we positioned Target as more than a destination for dorm essentials: it became a partner in self-expression, belonging and the shared journey of becoming.
RTT, IRL
To extend the campaign with content that felt native to social, we partnered with our creators to capture stories in their own voices and environments. Each creator worked from a flexible concept and product brief, filming directly to their phones to preserve the spontaneity, personality, and imperfect authenticity of the content they naturally share with their audiences.
Fresh Start Feeling
For the back to college season, we transformed stores into a refined collegiate style destination with elements of nostalgic warmth and comfortable authenticity. We helped students celebrate the transition into college life, and enabled them to shape spaces that felt elevated, accessible and uniquely theirs.
Bullseye Goes Back to College
For our most college-impacted stores, we broke the rules with custom school colors, college names and a one-of-a-kind Bullseye created just for the experience. The bold, localized arrival moment welcomed students to their next chapter and gave them a selfie-worthy way to show their school pride.
