target - The Everyday Collection
art director
While other grocery retailers were competing over price and quality, we invented a way for Target to stay above the fray. Introducing, The Everyday Collection by Target.
The tv spots alone made a huge impact with earned media.
The campaign launched with tv spots, followed by print, outdoor, lookbooks, and the first-ever live tweet-to-runway show.
When we launched the first ever live tweet-to-runway show, the internet practically exploded. (Full disclosure: While me and my two creative partners did invent the tweet-to-runway idea, I did not get to produce it. Kudos to all the people that pitched in to make the idea a reality.)
We invented The Everyday Collection with a simple idea: elevate groceries. The food-as-fashion expression of the idea allowed other talented people at Mono to take the idea and run with it, and in the process create one of Target's most successful initiatives of the year.