Reinventing a beloved interiors brand for its next phase.
To complete the Threshold rebrand across the digital experience, we evolved its photography style to reflect the richness and depth that the new collections deserved. We layered in more color and natural materials to reflect the evolving idea of a personalized home for our guests. This was achieved through both traditional and CGI photography techniques.
Creative Direction
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Lead the creation of Lighting and Style Guides for Digital category alignment while considering the overall Target brand and how it shows up appropriately for each channel. Report on current and upcoming trends for brand relevancy.
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Supported team through a site overhaul which included the introduction of dynamic content delivery, site personalization for each guest, and systemic thinking to keep things as cohesive as possible in this new ever-evolving environment.
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Coaching upcoming Art Directors, Designers and Copywriters through a complex Digital experience. Lead category team with mentorship and collaboration.
Seasonal Home Celebrations
Collaborators
Art Directors: Araya Jensen, Brittany Whiteman, Dawn Wenck, Erin Colasacco, Judith Kostroski, Kristen Hasler, Mark Bahn, Lydia Toll | Photographers: Dane Tashima, Jimmy Eagle, Josh Grubbs, Ryan Dyer, Heidi Ehalt | 3D Artists: Nathanael Lewis, Alex Golden | Stylists: Jocelyn Kracke, Melanie Haroldson, Maren Anderson, Mickie Clark, Libby Marshall, Toby Rae, Pam Morris | Scenic: Jon Custodio | Producers: Andi Pepin, Erin Repesh