Objective: Lead Art Direction for the different components of the the "denim re-invention" campaign. The campaign made Denim easy to shop while expanding value through design. These messages were communicated by Stylist and social influencer Zanna Roberts Rossi highlighting conversations between an expert and a wide range of diverse women/body types talking about how design and value are at the core of the Target products.
Responsibilities: The production should capture content for both motion and stills simultaneously. The deliverables required still photography for all social media needs, behind the scenes footage, and the video content. I oversaw three production crews to accomplish the assignment: Video crew, still photography crew, and lay-downs photography/video crew to support content. As lead creative for the campaign, I was in charge of creating cohesion between all assets of the social campaign, including concept/message (working with copy writer), talent casting (working with production and talent agencies), on-set direction (working with video director, DP, photographer and all on set stylists), and post production editing (with retoucher and video editing crew).