Target’s 2015 College campaign began by thinking less about going “back” to college, and focusing more on looking ahead at students’ college journey. We created a catalog that speaks to both parents and students, while showing off our revamped college product line (think on-trend, less juvenile, with some co-created with college students). The look is bold and aspirational while the tone is active, confident & generous. This POV helped us remember that we’re speaking to a college students, not pretending to be them. Through creating and leading the design and art direction, our approach resonated across multiple teams and agencies, driving and directing the campaign-wide work.

Creative Director: Kristen Gunderson
Art Directors & Designers: Julie Roche and Emily Reile
Photographers: Meredith Jenks, Wes Glenna, and Ben McKean
Writer: Aaron Muther
Production: Joe Danger

Recognition: Best Direct Mail Campaign at Minnesota AdFed's “The Show” 2016