TARGET | Essence Fest

Essence Festival is an annual celebration held in New Orleans that draws hundreds of Black women from across the country for music, wellness, and culture. More than a festival it’s a safe space where Black women show up as their full unapologetic selves. As a long-standing sponsor, Target's presence at Essence was expected  but the bar to show up meaningfully was high.

The strategy was built about around the fact that Essence attendees were seeking affirmation, community, and moments of joy they can carry with them. Our job was to create an experience that reflected that back to them. So we designed Target's Inner Circle as a multi-touchpoint activation built for empowerment and communal celebration.