There’s No Place Like Target

For Target's Wicked campaign, I led the creative direction for the in-store retail experience, transforming over 2,000 stores into immersive Emerald City-inspired destinations. Through experiential activations, environmental graphics and branded merchandising, the work brought the excitement of the film into Target stores while creating memorable moments for guests throughout the holiday season. The in-store creative established the campaign's retail look and feel, providing a foundation that was carried through additional marketing channels to create a cohesive brand experience.

Role
Associate Design Director

Client
Target, NBCUniversal

Scale
Event in 5 flagship stores
Signage across 2,000 stores
National broadcast campaign
150+ exclusive products

Expertise
Creative Direction, Design Leadership, Integrated Design

Results
Exceeded category expectations across Hardlines (+30%), Apparel (triple-digit sell through) and Home (2x forecast)
Generated widespread earned media and social coverage
Won the Silver Clio Award for creative excellence

Inspired by the architecture of the Emerald City, I led the creative development of an immersive in-store environment that translated the visual language of the film into a scalable retail experience.

Gold arches, jade stone textures, illuminated torch details, fluted marble columns, and custom Wicked x Target branding transformed the space into an unmistakable destination that invited guests into Oz.

Wicked at Target Event

To amplify the launch, I led the creative direction for a multi-city retail event that transformed five Target stores into fully branded journey through Oz.

Working across every guest touchpoint, our team created an immersive retail experience that invited thousands of fans to feel the magic through interactive activations, exclusive merchandise, and branded moments that extended far beyond a traditional product launch.

The event culminated with an exclusive appearance by Cynthia Erivo and Academy Award-winning costume designer Paul Tazewell, generating significant social engagement and national press coverage.

The campaign extended beyond the store, with the retail environment featured in Target's national television commercial starring Cynthia Erivo, connecting the physical shopping experience with Target's broader national marketing campaign.

Every touchpoint was designed to feel like part of the world of Wicked. From the moment guests arrived, they were guided through Oz, including Glinda's Bubble photo opportunity, the Emerald City claw machine, interactive craft stations, custom embroidery, collectible enamel pins, themed refreshments, and exclusive merchandise. The retail event rewarded exploration and encouraged social sharing.

Clio Silver Award

The work was recognized with a 2025 Clio Silver Award, honoring a collaboration that transformed Target into an immersive Wicked destination and became one of the year's most celebrated retail campaigns.