Samantha Jiménez
CREATIVE DIRECTOR
overview
This year, let's ignite every guest's shopping journey through a fun, festive and faceted spectrum of celebrations. We'll evoke emotion and help all feel seen with imagery that magnifies a range of traditions, with dimension revealing even more wonder as guests wander.
Mood, Structural & Photo intentions
We aimed to capture a holiday world that is bold, joyful, and inclusive, inspired directly by the richness of our product assortment. I developed the concept and strategy to translate that assortment into a faceted visual system, using graphic geometry and folded structures to create a strong, energetic framework. Layered product and playful compositions add movement and delight, while warm, emotive photography grounds the experience in real human connection. Together, these elements establish a modern, festive visual language that feels immersive, expressive, and unmistakably welcoming.
We built a holiday story centered on our guests, celebrating the differences that bring us closer. Together, those differences formed a vibrant, kaleidoscopic world where joy and inclusion wrapped the entire experience.
Our strategy reflected how the holidays unite us to create a rich, welcoming world, no matter who we are, how we look, or how we celebrate. Each space was designed with intentional duality, honoring individual expression while amplifying the shared joy of coming together. The result was a holiday experience that felt faceted, kinetic, and alive.
We brought this vision to life through layered product, humanity, refined folds, and vivid emotion, inviting guests into an inclusive, immersive environment. This visual language became the foundation for every channel and all Marketing tiers during Holiday, making it the largest and most integrated enterprise campaign of the year.
Channel Red
in-store photography
Guest In-store experience
To create a joyful, welcoming in-store experience, we amplified Holiday in key areas across the store. Our concepts were grounded in a clear strategy: make holiday shopping fun, easy, and beautiful for every family. I led the team in developing high-level concepts for each space, using clear mockups, renders, and sketches to bring the story to life.
Renders
Final Execution
Digital Experience
The digital Holiday experience translated the in-store world into a vibrant, shoppable destination online. Faceted color, bold geometry, and joyful human moments created a dynamic grid that made discovery feel intuitive and fun. Product-led storytelling and expressive visuals worked together to simplify gift-giving while celebrating inclusivity and delight, turning Target.com into an immersive Holiday hub that felt cohesive, lively, and unmistakably Target.
