Parachute × Target
Keep Your Bed in the Clouds
A 2025 collaboration bringing Parachute's signature comfort and design to Target through an exclusive collection of bedding and bath essentials. Inspired by the feeling of cloud-like softness, the campaign brought the collection to life through playful imagery, film, and a mix of traditional and AI-generated content.
Role: Associate Creative Director, Photography & Motion
As Associate Creative Director, I collaborated with the product team from the collection's early development, helped shape the campaign concept, and photographed and filmed assets for retail and marketing channels. I also partnered with AI artists to develop social launch content, extending the campaign's visual world across platforms.
AI Social Launch
Taking the campaign's cloud-inspired concept into more surreal territory, we created a series of playful, AI-generated social assets to introduce the collection and build anticipation around the launch.
Retail Rollout
Campaign photography extended into Target stores through a dedicated branded retail environment, connecting the collection's visual identity with the in-store shopping experience.
Parachute for Target — Read the Target feature