Develop a hype video announcing the partnership with Target. (May 2) Livestream the fashion show the weekend before launch. (May 17)

Tabitha’s fans, Target lovers (unknown at the time, but through launch we learned pocket enthusiasts) 

Four agencies were working parallel paths to launch Tab’s summer collection. I got linked to decks with hundreds of pages and thousands of assets. My first goal was to make a visual brief with actionable next steps for a design team to start working. Without knowing what the fashion show would entail, the first move was to start with what I knew for certain. The livestream would have an intro and outro. Everything else needed to be defined.

Tabitha Brown went to school to become a fashion designer. This partnership was a dream come true and a long time coming! Pulling inspiration from the notion of a “throwback” we added grain, and rounded corners, making this feel like a viewfinder into another era – all while keeping the vibrant and vivacious summer energy.

Our approach to the livestream was to create an authentic look behind the scenes into Tabatha’s journey of becoming a fashion designer. This story had never been told and would make the livestream exclusive. The story is divided into three distinct parts: Setting the Stage: Tab’s journey to fashion, Pre-Show: what fashion means to Tab, and Behind-the-Scenes: inspiration behind the collection.

With such a tight timeline, pulling off additional content was improbable…unless. I knew we were already filming a social post for Target to announce this collaboration. I suggested we optimize that shoot by capturing more b-roll and adding an interview with Tabitha. A successful video has preparation. Take a look at the storyboards, and additional shot consecrations on our journey to livestream.