1989 (Taylor’s Version): Tangerine Vinyl

As Creative Director, I led the Target Creative team in seizing a major pop culture moment surrounding the release of Taylor Swift: The Eras Tour concert film and 1989 (Taylor’s Version). Our goal: promote Target’s exclusive Tangerine Vinyl (and secret bonus track) by authentically connecting with Swift’s passionate fanbase.

With only three weeks from concept to execution, we moved fast to develop creative that tapped into fan speculation around the album’s blue-sky artwork. We showed up where it mattered surrounding the concert film experience and across Target’s social channels – navigating tight timelines, complex approvals with Target and 13 Management, and multiple creative pivots along the way.

The campaign reached over 12 million Eras Tour moviegoers and resonated so strongly that Taylor Swift herself shared our work with her 276 million Instagram followers, generating over 7 million likes.