Amid heightened public scrutiny, the opportunity was to reaffirm Target's relationship with the Black community through an experience grounded in shared cultural memory.
We explored the rituals that define Black beauty culture— your grandma doing your hair before church, Saturday morning music while cleaning the house, perfume that reminds you of home, bathroom mirrors shared with sisters, beauty products passed between generations.
These everyday moments became the architecture of the experience. Instead of organizing the activation around products, we organized it around the memories within your childhood home.
That shift transformed every interaction from a product display into a story.
Process
Creative Director: Oscar Ma | Associate Creative Director: Riley Meek | Designer: Crystal Yang | 3D Design Director: John Cates | Senior Copywriter: Maggie Cassidy | Creative Services Director: Zuzu Boisson-Stango
