A Holiday experience that turned Target into a joyful, inclusive world where diverse traditions and expressions came together to make everyone feel they belonged.

The strategy was to elevate Bullseye’s Top Toys, a nationally recognized Holiday moment, by turning product discovery into play. Rather than simply spotlight toys, we designed an experience that rewarded curiosity and exploration.

The concept unfolded as a shared Holiday AR wonderland, anchored by four hero experiences, each built around one of the season’s biggest toy bets. Beyond the core moments, layered interactions invited guests to keep exploring, extending joy throughout the journey.

The execution scaled across every Target store through QR-enabled floor decals and aisle endcaps. Guests unlocked immersive AR games and direct click-to-buy paths, delivering measurable impact including a 25% lift in sales and increased engagement with Bullseye’s Top Toys list.

Beach Bungalow is Target’s signature summer event, designed to transform stores into a beach-town escape and kick off the season with joy, play, and connection. I led the creative direction for this multi-tiered activation, translating a storewide strategy into a cohesive, sensorial experience that came to life across front-of-store moments, food and beverage, beauty, and social touchpoints. From bold stripes and sculptural floats to interactive giveaways and localized moments, the event blended elevated design with accessibility at scale, reinforcing Target’s role as the destination for affordable summer joy.

The Pets floor pad was redesigned to invite emotion, impulse, and discovery beyond planned shopping.
By leaning into the strengths of physical retail, the experience created joy and connection digital can’t replicate.
Distinct dog and cat worlds, Treat and Play moments, and elevated storytelling made the space more human and intuitive.

Developed in close partnership with internal CFT and creative direction provided to agency partner KNOCK.