Phillip Lim 3.1 For Target

Role: Art & Design Direction

Creative Directors:
Robin Derek & Jason Moses
Film & Photography:
Jacob Sutton
Mutant Jukebox


Phillip Lim 3.1 For Target

Phillip Lim 3.1 set up his eponymous label in 2005 and since then has gained both critically and commercially success with his unique approach to high-end fashion he describes as confident, chic and most of all effortless. Target are the second largest retailer in US, this project was part of the Minneapolis’ companies designer collaborations that has featured the likes of Neiman Marcus, Jason Wu and Missoni. These collaborations offer quality high fashion at lower costs and seek to appeal to younger trend-focused, fashion conscious customers.

My role on the project oversaw a team of five based in London and collaborating with Target’s large internal teams. While my team at Spring Studios was key in delivering the campaign identity, film (art direction, casting, storyboard and post-production), design and art direction, printed materials, design guidelines, mobile experiences and full e-commerce platform we were also at the centre of delivering the campaign social media strategy, collaborated closely with Mother New York who implemented the launch event in New York.

The focus of campaign highlighted the utility of the capsule collection created by Phillip Lim and took the idea of a ‘perfectly styled 24 hours’ across all touch points of the campaign. The social strategy also took advantage of Target’s existing and loyal community of bloggers and influencers as a key way to build excitement around the campaign.

In the build up to launch, working with Mother NYC, six US cities where chosen from Los Angeles to New York whose key influencers were then captured at different times of the day. The photos were then stitched together to create a huge cinemagraph spanning the length of the room at the launch party.

People tweeting at one of the influencers would see their tweets flash on a billboard within the installation, and even receive replies. Standing in front of a lamp post would show people on the screen popping their heads out in unison, while playing with pinwheels stationed in front of the installation would cause birds to chirp. The content from each city was released slowly, helping to build momentum so new content was constantly being added across all channels over the month before the official release.

The launch was a huge success, with extensive coverage across key press, social media and lots of customer engagement. The collection sold out in three days, while heavy traffic momentarily crashed targets main site. Customers then used the campaign hashtag as a way to share workarounds on social media so they could continue shopping.

A full detailed account of the social strategy can be found at CLIO Image, where it was awarded for it’s customer engagement.