Target Baby

I was the creative director for Target’s baby campaign from 2017 to 2018, leading the concept, design, and execution of all creative work across the campaign. My role included shaping the visual direction, tone, and storytelling to connect with new and expecting parents in a more emotional, authentic way.

The results were big:

• Baby sales grew by 17%, beating projections by more than $400 million

• We saw a 4x jump in new baby registries

• Brand awareness hit a record high, and the campaign’s overall appeal rose by 16%

This work helped redefine how Target showed up for families, and proved how strong creative can drive both emotional connection and serious business results.