Oscar Ma (he/him)
Multidisciplinary Problem Solver & Storyteller
Info
Target x Roller Rabbit
Target
Role: Creative Director

To launch the new Target x Roller Rabbit design partnership, we prepared to hit the road for an adventure with our besties. We were challenged to create two unique IRL moments that were part of a Social & Experiential-first campaign. The IRL moments needed to tap into the socially native fandom of both brands and introduce a world and story both in-person attendees and online audiences could be a part of.

Moment 1: The Adventure Begins in NYC.
To kick off the campagin, Target opens its NYC home to friends and superfans for an unforgettable celebration of the limited-edition Roller Rabbit × Target collection—a night built for togetherness, discovery, and captureworthy moments. Our guest and online audience came together to pack for the upcoming adventure, later to be revealed in the campaign videos and our second IRL moment. This editorial/influencer focused event was designed to be shared. Guest discovered surprise moments of style and programming across three floors including food tasting demos with chef Eden Grinshpan, and a living pool-side dance performance directed and choreographed by Sarah O'gleby.
Moment 2: The Pit Stop in Dallas.
Target takes the journey to Dallas — turning a pop-up shop into a story-driven pit stop that builds anticipation ahead of the collection’s in-store launch. Hickory Street Annex was transformed into a living world filled with physical set pieces and decor that brought the essence of the collection to life.
Process:
The Team:
Created at THE•TEAM in collaboration with Anup Daji, Aron Hagberg, Ashleigh Cromwell, Asianna Williams, Autumn Morowitz, Chris Blechar, Crystal Yang, Drake Weatherspoon, Hannah Wong, Imani Obiri-Mainoo, Jake Friedman, Jasmine Vojtko, Johnell Gipson, Jason Fisher, Jonathan Thompson, Joy Kim, Kahee Bae, Kendall Edwards, Maggie Cassidy, Matty Basta, Monica Morgan, Morgan Purtell, Rachel Lynch, Shaneice Warfield, Veronica Penaloza, Victoria Tsukerman, Susannah Feiler.