Toms x Target: driving co-marketing creative and brand strategy

I developed the creative brand strategy for Target’s holiday collaboration with TOMS Shoes, crafting a campaign that seamlessly blended both brands' values of giving and community. Understanding the essence of TOMS' "One for One" model, the creative needed to reflect this ethos while resonating with Target’s broad audience during the holiday season. My approach centered on creating an emotionally compelling narrative that highlighted the impact of giving, driving home the message that every purchase made a difference.

The "One for One, For All" campaign came to life across broadcast, digital, online video, and social platforms. Partnering with Chandelier as the lead agency, we conceptualized a heartwarming TV spot featuring a character inspired by TOMS founder Blake Mycoskie. The spot’s visual centerpiece was the “Giving Tree,” a powerful metaphor for the campaign's core message: the more you give, the more you help others. This narrative not only showcased the unique partnership but also reinforced the spirit of holiday generosity, making the campaign memorable and impactful.