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

To bring LEGO’s holiday magic to life in a distinctly Target way, we partnered through Roundel to create an immersive, music-driven in-store experience that invited families to play, create, and celebrate together —while seamlessly inspiring holiday gift discovery.

Agency: Target Creative/Roundel
Role: Creative Director
Team: X-Fctr

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.

Agency: Target Creative
Role: Creative Director
Team: X-Fctr

Back to School often signals the end of summer and the start of a stressful time for families. Parents need ease, value, and clarity. Kids need excitement, self-expression, and confidence.
Target had the opportunity to win where e-commerce cannot, by turning the physical store into an experience that feels joyful, human, and unmistakably different.

So, in partnership with KNOCK, we transformed Target stores into a destination for everyday joy; a place where guests could escape while knowing they belong.

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.

Agency: Target Creative
Role: Creative Director
Team: X-Fctr

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.

Agency: Target Creative
Role: Creative Director
Team: KNOCK

This spring at Target, we created a seasonal experience shaped by color, pattern, and movement, where every path leads to discovery and shared moments of joy.

car2go launched nationwide by redefining what a car could be. Rather than present it as a vehicle, the work positioned car2go as a connector, unlocking access to the city and enabling people to move through daily life with ease.

Branded as The Un-Car, the concept challenged traditional ownership and reframed mobility as freedom, flexibility, and possibility. The idea came to life through an immersive, multi-channel campaign that introduced a new way to experience the city.

I led the new business pitch and launch platform as Associate Creative Director.