Target Activation – Jessica Luch

Background

Target wanted to make a big impact at the Essence Festival of Culture, a massive celebration of African-American culture and music in New Orleans. Our team was tasked with creating a personalized interactive experience that highlighted Target’s presence in the Style Studio, blending tech with style to connect with attendees in a memorable way. The idea was to design a dynamic quiz using touchscreens where users could engage with fun, gesture-based interactions and leave with personalized recommendations.

Planning & Design

Working collaboratively with another Creative Director, Kevin Mak, I supported with brainstorming the design of the experience. The goal was to create an interface that felt intuitive and reactive, utilizing gestures like tapping, sliding, and picking from images. We wanted everything to feel seamless and clean, using smooth animations that would make the quiz feel engaging without being overwhelming.

The plan was to use ELO touchscreens, which are durable and come in different sizes. We aimed to incorporate them into cool, circular displays, making them look like mirrors. This “interactive mirror” idea added a playful twist—using a webcam to reflect the user’s image while they interacted with the quiz. It gave the booth a vanity mirror vibe.

Working collaboratively with another Creative Director, Kevin Mak, I supported with brainstorming the design of the experience. The goal was to create an interface that felt intuitive and reactive, utilizing gestures like tapping, sliding, and picking from images. We wanted everything to feel seamless and clean, using smooth animations that would make the quiz feel engaging without being overwhelming. The plan was to use ELO touchscreens, which are durable and come in different sizes. We aimed to incorporate them into cool, circular displays, making them look like mirrors. This “interactive mirror” idea added a playful twist—using a webcam to reflect the user’s image while they interacted with the quiz. It gave the booth a vanity mirror vibe.

Prototyping & Testing

Prototyping & Testing

I also helped our creative director and the development team with testing the touchscreens to make sure everything ran smoothly. We experimented with the different motion types, ensuring the animations enhanced the user experience without slowing things down. I worked closely with the team to troubleshoot through different heights focusing on accessibility. It was a fun process, and we learned a lot about how users would interact with the technology in a festival environment.

Final Execution & Event

While I didn’t get to see the final execution in person, the team travelled to New Orleans to bring the project to life. From what I heard, the setup went off very well, and the booths were a hit. The interactive quiz drew people in, and the experience aligned perfectly with Target’s goal of creating a stylish, tech-forward presence at the festival. Even though I wasn’t there for the final push, I’m proud of the lift I contributed to the planning and testing phases.

Role: Creative Director
Contribution: Support
Creative Director: Kevin Mak
Animation Director: Prajay Mehta
Lead Developer: Cody Hart
Agency: Thinkingbox
Client: Target x Essence Fest
Scope: Experiential Activation Booth

Creative Director

Based in Vancouver