Star Wars Galaxy’s Edge at Target

The Concept
Target is sending shipments of exclusive items directly to the citizens of the trading outpost of Batuu.

The Execution
We took direct inspiration from the design language—the colors, shapes, textures, etc.—used at the Galaxy’s Edge lands in Walt Disney World and Disneyland to design the shipping crates and screens that display info.

They sections of the layout also mimic the major stations in the park: the Lightsaber Workshop & the Droid Depot. Exclusive videos were created in partnership with Hasbro to highlight those items.

We also added in easter eggs for superfans with the inclusion of secret messages in the Star Wars language of Aurebeshs The decoder sheet was included in our series of exclusive downloadable activities, which included recipes from the park’s cantina.

The Team
ACD: Ted Halbur
Digital AD: Marie Bushbaum
Copywriter: Karl Wahoske