2023 EssenceFest Activation

“GLOW TOGETHER” PART II: ESSENCEFEST ACTIVATION

Black beyond measure, Q2 2023, Target
Creative Director: Loni Booker

Responsibilities: Extend the Black Beyond Measure platform into Q2 by celebrating the brilliance and momentum of Black women, with a strong cultural presence at EssenceFest. The goal: deepen connection with Black guests aged 25–54 by championing commerce, community, and culture — while reinforcing Target as a destination that invests in her joy, her journey, and her success.

Creative Approach:
Evolved the BBM narrative to center around “Cultivate her brilliance, her business, and her being” — creating an empowering lead-up to EssenceFest that honors both everyday wins and legacy-level impact. This phase served as both a standalone campaign and a seamless build toward Target’s on-site EssenceFest activation.

Channels:
Immersive, broadcast, original photography, digital display, paid and organic social, dotcom storytelling, and bespoke brand partnerships.

 

I am a multidisciplinary Creative Director bringing brands to life through photography, motion, social and digital.