Target. Musician Partnerships.
two brands in one.
At a time when the music industry tanked and artists were finding it near impossible to fund videos, Target provided a welcome creative opportunity for artists to join the “cool club” and build their own brand through unique partnerships with Target. Our job was to balance their interests with Target, creatively; to help the artist express themselves authentically, but to put a Target stamp on it that felt ownable and totally exclusive. When done right, a win for all, even for the most demanding artists (oh the stories we could tell!...But won’t).