TARGET. Type design and art direction for a social media campaign for the 2nd-largest discount retailer in the US.

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The ad agency Latinworks came to Snask with the brief to visualize a campaign towards the US Hispanic market for the big retail chain Target. The campaign was based around words that was hard to translate from Spanish to English. Words that had deeper meanings than just one simple word translation. Snasks job was to visualise the campaigns different posts in social media, spread out over a year. The meaning of every word got to decide the style and content of every post. For example the word "Madrugar" means to get out of bed earlier than usual. This post was planned for the first day of school in August when parents woke their children up earlier than normal to prepare them for their big day. To do this we created a loving breakfast made for the child and built the word "Madrugar" entirely out of corn flakes. Every post was entirely made by hand and shot in Milk Studios in New York.
Art direction & Type design – Jens Nilsson
Photography – Axel Engström
Set design – Anson Call
Agency – Latinworks
Producer – Moon Dog
Created while working at Snask