The concept for this campaign is a simple one: Invite Target's guests into a bullseye playground.

I was taught that a good poster should have a surprise at 50 feet, at 5 feet and at 5 inches. This campaign accomplishes that. From 50 feet you read it as a giant cropped bullseye. From 5 feet you notice that there are people having a good time on the bullseye. At 5 inches you notice the detailed styling with pops of color and bold patterns.

This campaign was designed for the exterior and interior store signage of Target's 1750 locations, print ads and billboards. It is also used in Target headquarters in the USA, India and China.


2012 : Communication Arts : Ad Annual
2013 : Archive
2012 : Print : Regional Design Annual
2012 : Adfed MN "The Show"
2012 : AIGA Minnesota Design Show


In-Store / Exterior / Corporate Headquarters


Client: Target
Agency: Target
Sr. Creative Manager: Jason Langer
Creative Manager: Dawn Selg
Sr. AD / Designer: Allan Peters
Sr. CW: Andy Thieman
Photographer: Mei Tao
Stylist: Sarah Clary