Target: Celebrate LA


Problem: How authentically celebrate the LA community as a title sponsor for the LA Philharmonic’s 100. 

As a title sponsor for the LA Philharmonic’s 100, Target had the opportunity to show up at CicLAvia— a car-free, bike hapy event en route to the orchestra’s sold out performance at Hollywood Bowl.

Working with Wasserman, we developed the idea of a Pit Stop— a bike-thru store that offered up customizable goods, bike bling, tune ups, and gear for pedalers and pedestrians alike. We also created a scrolling backdrop photo-op where visitors could sit on a static tandem bike while a whimsical LA cityscape scrolled by behind them (classic movie style). Everything was designed to spread a bit joy while highlighting the strong bond Target has with the LA community.

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