Wakanda Forever x Target
The Black Panther: Wakanda Forever movie was not only a commercial success, but a groundbreaking celebration of Black culture. By amplifying the movie experience in store, we helped Target join in on the cultural conversation and deepen guest connections while becoming a more consciously inclusive brand.
Creative Concept: Shuri’s Lab
Shuri’s lab powers Wakandan technology and goes hand-in-hand with the power of the Black Panther. This storewide experience celebrates the impressive engineering prowess of our heroic leader Shuri, while elevating the unstoppable Wakandan women and inspiring target guests to make the most of their own talents.
Toys End Cap
Inspired by Shuri’s technology lab in Wakanda Forever, we created a series of CGI elements. The hologram logo, glowing screens displaying the Wakandan language, and Vibranium-inspired metals really brought displays in Target to life.
Printed Hologram
By printing layers of glowing textures onto a transparent acrylic material, we brought a Black Panther mask hologram to the Toys category.
Augmented Reality
Scan the QR code to explore more Wakandan-inspired technology, where you can watch the build of the LEGO Royal Sea Leopard or interact with one of the Hasbro Titan action figures in AR.
Front of Store Experience
Target guests were greeted in the entrance by the three heroic Wakandan women in a dimensional welcome archway, an LED fan hologram and motion-activated directional audio playing the epic soundtrack.
Storewide Experience Continued
The recognizable Black Panther mask was featured on signage throughout the store, alongside more Wakanda Forever merch and Black-owned brand products.
Target.com Page
Our team provided the Target digital team with creative assets to align the campaign throughout channels. The Target.com page also included the AR experience featured on the in-store Toys end cap.
