Tabitha Brown X Target

Project

Ideate plan, produce and execute an announcement video for Tabitha Brown’s partnership with Target. She has quickly become America’s favorite mom And someone in general that you could look forward to in terms of positivity. Her joyful and spiritual outlook on things in collaboration with her YouTube channel make her an outstanding role model. So target thought that she was perfect for collaboration.

That plan included creating a tiered gifting system that could be shared through her network of friends and fans for social promotion. That tiered system includes included a full size rolling rack,  a half rack and 2 different size gift boxes that Tabitha could use depending on the celebrity’s status to promote on social media.

The first step was to create the storyline around the announcement video understanding that Tabitha’s ability to spread her joy throughout her network of friends and family was derived from the idea of “Drops of Joy. Where Tabitha would drop pieces of joy into other people’s lives that they could promote and celebrate with her along her journey. After crafting the story, next up was to create the story boards, figuring out the physical tactics used in the announcement video. Then location scouting and full production of the video itself.

Tabitha feels most comfortable making announcements to her fans in the comfort of her own home. So we wanted this to feel like another announcement coming from Tabitha. The Storyboard starts with her in the kitchen pulling the viewer in as she announced the partnership with target, she then moves to her foyer, where there was enough room for her to showcase her full collection in the Tier 1 rolling rack. The announcement video concludes with edited clips of her showcasing her line to her friends and fans.

One of the most interesting parts of this project was doing complete fabrication builds and packaging modifications from home. The goal was the capture the sheer energy and beauty of Tabitha brown’s positivity. Everything about the process was custom from the fit and finishes to the sizing. To the colors included on the two rolling racks. To the finishes of the boxes that were going out to those who didn’t receive rolling racks. One of the boxes included a pop-up. Everything felt vibrant, fresh and new.

The Goal

To create a joyful experience for Tabitha’s fans to celebrate her success and new partnership with Target. Through the use of her vibrant products and gifting extensions, the launch was successful and sold out in minutes.

Tabitha Brown X Target Tiered Gifting System

The Full Rack

Tier 1 racks will be custom curated with a variety of apparel and accessories from the Dress Up, Get Down and Beach collection.

Arrangement could include: 2 swimsuits, 2 coverups, 1 resort shirt/short, 2 beach towels, 1 maxi or midi, 1 tie back dress, 1 lemon print top or polka top, 2 tees, 2 skirts, 1 jumpsuit, 1 sunglass, 1 tote, 1 clutch, 1 headband, 1 earring.

The Mini-Rack: Tier 2 gift

Tier 1 racks will be custom curated with a variety of apparel and accessories from the Dress Up, Get Down and Beach collection.

Arrangement could include: 2 swimsuits, 2 coverups, 1 resort shirt/short, 2 beach towels, 1 maxi or midi, 1 tie back dress, 1 lemon print top or polka top, 2 tees, 2 skirts, 1 jumpsuit, 1 sunglass, 1 tote, 1 clutch, 1 headband, 1 earring.

The Big Box: Tier 3

A second group of friends will receive a gift box from Tab that creatively reflects what the first group received. While the box may be smaller in size, we are bringing the Tabitha’s pure joy and energy though to fun surprises though the unboxing

Dress Up, Get Down boxes: 1 headband, 2 earrings, 1 clutch, 1 dress, 1 pant suit, 1 tee/top, 1 skirt

Swim Box
2 swimsuits, 1 coverup, 1 resort top/short, 1 beach towel, 1 sunglass

Thank You