The Challenge: Target needed to authentically connect with Black, Latino, and Asian consumers representing $3.9+ trillion in combined purchasing power, while addressing gaps in multicultural representation and elevating diverse-owned brands within their marketplace. My Role: Art Director, Quantasy + Associates What I Did: Led creative strategy and execution for Target's multicultural marketing initiatives, managing a team of 8 designers and strategists focused on Black-centric campaigns. Developed and helped launch Target's Black History Month "Black Beyond Measure" initiative—creating integrated campaigns across physical installations, e-commerce, email marketing, and national digital advertising that spotlighted Black-owned businesses and celebrated HBCUs. Built innovative, gamified marketing experiences that transformed traditional campaigns into engaging digital platforms, driving measurable increases in community engagement and brand trust. The Impact: Delivered a 15% increase in engagement with Black and Latino audiences through culturally authentic campaigns, while driving visibility and sales for 100+ diverse-owned brands on Target's platform. Created a scalable framework for multicultural marketing that Target continued to expand post-campaign. Leadership & Scale: Managed team of 8 creatives | Led national campaign reaching 24M+ consumers | Partnered with international companies on multicultural strategy | Developed agency capabilities in cultural marketing Key Deliverables: National campaign strategy & creative direction | Gamified digital experiences | Brand installations | E-commerce integration | Email marketing campaigns | Video advertising | Multicultural brand development framework
