Black Panther at Target

As Senior Designer, I partnered with the creative team to develop an immersive retail campaign celebrating Black Panther: Wakanda Forever. The work helped Target participate in a major cultural moment through experiential storytelling, interactive technology, and a cohesive in-store environment that resonated with guests while earning industry recognition.

The campaign also introduced several retail firsts, including Target's first in-store LED hologram, first Marvel collaboration featuring exclusive custom content, and first in-store augmented reality experience.

Role
Senior Designer

Client
Target, Marvel

Scope
Retail Experience, Product Launch

Expertise
Concept Development, Experiential Retail, Interactive Technology

Recognition
Gold Clio Award

Creative Concept & Mood Board: 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.

Inspired by Shuri’s technology lab, 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.

Guests could unlock Target's first in-store augmented reality experience, extending the physical retail environment into an interactive digital experience.

Target guests were greeted in the entrance by the three heroic Wakandan women in a dimensional welcome archway. The installation marked Target's first in-store LED hologram, introducing a new interactive storytelling format to the retail environment, complete with motion-activated directional audio playing the epic soundtrack.

Our team extended the retail campaign by providing Target’s digital team with creative direction and assets to align the work throughout channels.

Recognition: Clio Gold Winner