Target Finds inspires and delights guests through highly curated, socially reactive and seasonally relevant storytelling.
As an Art Director, I partner with merchandisers and copywriters to identify content creation opportunities, curate product assortments and create long-form content for guests to shop. Grounded in social insights, trend forecasts and the quickly changing consumer landscape, our team is able to execute new creative to meet guests in a highly reactive environment. This arm of Target’s e-commerce business has seen a 36% increase in conversion compared to total site.
ACD: Cecely Meller Art Director & Designer: Audrey Campbell Copywriters: Erika Voeller, Anna Zahler, Cecely Meller, Sydney Swenson, Karl Wahoske, Paris Vasser
Social Reactive Content: Brat Summer
When Charlie XCX’s Brat album started going viral, our team saw an opportunity to amplify our summer assortment alongside album references (Julia Fox’s memoir is so Julia). As the Art Director, I curated the product assortment, created a landing destination and worked with the social team to amplify the moment on social.
Site Landing Destination:
Site driver & Social Amplification:
Trend Team Partnerships: Our team regularly collaborates with Target’s food trend team to create seasonally relevant content informed by social insights and consumer trends. We also use this as an opportunity to amplify new products and inspire discovery through recipe ideas.
Seasonally Relevant Trends & Ideas: Target Finds is a discovery destination, and as such, I’m tasked with keeping up with trend cycles and identifying key opportunities to leverage products to mirror those moments for guests.
