The Target years.
Art Direction: Television, Digital Outdoor, Print, Events
As a Sr. Art Director at Catalyst Studios, I built Target campaigns that had to land in a living room, on a billboard, in a magazine, and on a crowded outdoor plaza.
Television gave the brand motion and a few seconds to earn attention. Digital outdoor made it work at a glance, in passing. Print gave it room for craft and typography. Events put it in front of people, where it had to hold up in person.
The work taught me to keep a brand consistent without making it repetitive, and to design for the medium instead of resizing for it. It is the foundation under everything I build now.
Agency work at Catalyst Studios, 2006 to 2010.
Campaign: Bullseye + Madame Tussauds Media: Event, Print Art Direction: Mary Fallon Creative Direction: Shannon Pettini Strategy Direction: Betsy Treinen
Campaign: Art For All: Art Imagines Media: Television, Digital outdoor, Magazine, Film festivals, In-theatre Art Direction: Mary Fallon Strategy Direction: Betsy Treinen
Campaign: Art For All: Art Evokes Media: Digital outdoor Art Direction: Mary Fallon Creative Direction: Shannon Pettini Strategy Direction: Betsy Treinen
Campaign: Art For All: Art Expands Media: Television, Digital outdoor Art Direction: Mary Fallon Creative Direction: Shannon Pettini Strategy Direction: Betsy Treinen
Campaign: NYE Times Square Takeover Media: Digital outdoor Animation: Big Spaceship Art Direction: Mary Fallon Creative Direction: Shannon Pettini Strategy Direction: Betsy Treinen
Campaign: Target Grand Opening Media: Print and outdoors Photo Art Direction & Design: Mary Fallon Creative Direction: Shannon Pettini