Target Beauty

I led the strategic and creative direction for Target’s beauty campaign, overseeing the full omni-channel effort in close collaboration with our agency, Mother. From concept through execution, I helped define a campaign that felt fresh, inclusive, and visually distinct.

To set the work apart in a crowded category, we used stop motion animation, shot practically with handcrafted paper set pieces. The stunning paper art was brought to life by the incredibly talented Daniel Sean Murphy, whose incredible creations added a layer of intricate detail that made every frame feel special.

This distinctive visual style gave the campaign a unique identity across video, digital and social platforms. The result was a bold, multi-layered campaign that not only drove strong engagement but also outperformed industry benchmarks, helping solidify Target’s position as a trusted and inclusive beauty destination.