130404_Baptiste_Monae_Shot03_099_v2.jpg_1.jpeg

Target x Janelle Monáe

For the Target-exclusive launch of Janelle Monáe’s album, Electric Lady, which is all about giving the people a voice, we created a pop-up pirate radio station on a ship for a day. The ship cruised around the Hudson River for the day and docked in the evening at Pier 84 for an exclusive show with Janelle and a bunch of surprise guests.

To broadcast the radio, we built a bespoke mobile and desktop site for it. Fans could get exclusive tickets to the show by using a tracker on the site to physically hunt down Janelle look-a-likes that were roaming the city throughout the day.

I was part of the team who concepted and produced the event, my role was helping with the user experience and overall logistics of the digital experience, both in the buildup and during the event.

targetxjanelle_0.jpg
targetxjanelle_3.jpg
targetxjanelle_1.jpg
targetxjanelle_2.jpg
image-2.jpg