CONVERSE FOR TARGET
BRIEF
Converse had been in Target before, but this was the beginning of rebuilding the partnership, with new Street and Day One styles made for the relaunch. The challenge was making Converse feel like Converse inside Target. Target's photography and styling tend to play it safe and Converse's don't, so we had to find a middle ground that still showed young people and their parents that Converse is cool and worth buying.
OUTCOME
The campaign ran in 500 Target stores nationwide, on Target.com, on social and in Target's own media. The new styles hit shelves in July 2025, and StyleCaster picked up the launch that month. More than a year later the partnership is still going, with seasonal collections across footwear and apparel for kids and adults.
ROLE
I led concept, art direction and design, and built the visual language for the campaign. We kept the concept straightforward on purpose, so there'd be something to build on, and pushed the styling where we could, like putting the male model in two layered polos. That kind of detail kept it feeling like Converse while staying within what Target would approve.
Photographer: Garret Naccarato