Tabitha Brown x Target.
Target teamed up with New York Times bestseller and social media sensation Tabitha Brown, on four exclusive, limited-time-only collections, spanning apparel, home, food and entertaining. I oversaw production and guided SAG compliance for this multifaceted campaign, which was brought to life as a bespoke printed magazine accompanied by a dynamic ecosystem, including short-form videos, in-store displays, social media, and one giant digital billboard in Times Square.
Very Real. Very Good.
Our cast represented real women embodying diversity across ethnicity, age, profession and body type. A nurse, chef, veteran, adventurer, entrepreneur, activist, social worker and Tab’s very own sister and daughter created a formidable and joy-filled presence. The kind of people we all want to champion.
T.A.B Mag.
With each drop of the collection, we unveiled a fresh edition of T.A.B. Mag—a vibrant lifestyle publication filled with heartfelt letters from Tab, simple tips and tricks for cultivating joy, frame-worthy quotes, playful stickers, engaging interviews with Tab’s favorite joy makers, and uplifting stories of Target guests spreading joy in their own ways.
Contributors.
Director Micaiah Carter
Photographer Denzel Golatt
Music Across the Divide by Patrick Hart