Whether your turkey is a turkey turkey or a turkey sandwich, whether popping bubbly means champagne or just a brand new bottle of dish soap, whether you’re trimming the tree or lighting the menorah, Target puts the magic and meaning of the holidays within reach, whatever that means to you.

However you holiday, do it for less.

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The holiday season kicked off in April when I was invited to help lead the team at Mother from brief to ship to bring Target’s biggest campaign of the year to life. Inspired by the idea of interpretation and the delight of finding every possible version of your holiday shopping list at Target, we created a holistic, national campaign of hundreds of assets, including more than 15 spots, dozens of digital :06s and display, and custom Times Square OOH. We also created a comprehensive campaign playbook that made its way into every corner of the Target holiday universe. It was a massive, and massively rewarding, undertaking.

Music is always a big deal for the brand, and this year’s track featured Rosemarie covering the iconic "Love Like This", by Faith Evans. She also created an all-Spanish version, “Este Amor” to accompany our Spanish language assets. The track was produced by the legendary Ryan Tedder, taking an R&B classic and giving it a fresh new sound.