In honor of Black History Month, Target recently launched its “Dare, Dream, Do” campaign. The print, web, broadcast, and interactive campaign tells the inspiring stories of Malaak Compton-Rock, Marc Morial, Marcus Samuelsson, and Steve Stoute. The banner ads and video interviews are a blend of 2d and 3d, Digital Kitchen seamlessly mixes live video with Sarah J. Coleman’s intricate hand-drawn illustrations.
Besides illustrations, Coleman also created an entire hand-drawn alphabet for Target, creating unique typography for the campaign. The thorough digital typeface she created includes upper and lower case letters, a set of punctuation marks, and numerals. The most commonly used letters were given different versions to avoid what Coleman calls, “a dead giveaway when playing the ‘is it a font or is it handwriting?’ game.”
Coleman final remarks are, “This really felt like I was having the time of my life, doodling away over a big sheet of paper and getting to draw from a long list of different and sometimes challenging little objects – it was one of those jobs where you think to yourself ‘this cannot be my job – I’m having too much fun!’”
Look for web banners and print ads across the Internet and the nation. More information and videos can be found on the Target website.
Read the full story at the Bernstein & Andriulli Blog.
Campaign: Dare, Dream, Do
Agency: Little & Co., Minneapolis
Video and Animations: Digital Kitchen
Art Director: Katherine Lamm
Creative Director: Julie Zulkosky
Illustration: Sarah J. Coleman