At the 2012 Festival People en Español in San Antonio, Texas, Target unveiled A Todo Color con Target, an immersive brand experience celebrating Latino culture through vibrant color, music, and interactive design. As the festival's presenting sponsor, Target transformed the Henry B. González Convention Center into a dynamic, multicolored environment that reflected the energy and diversity of the community.

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The centerpiece of the activation was a large-scale, site-specific installation by artist Megan Geckler, known for her architectural interventions using colorful materials. Her work created a striking visual backdrop that invited attendees to explore and engage.

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Complementing the art installation, the space featured beauty makeovers by NP Set, manicures by Essie, and an interactive dance floor that responded to movement with sound and color. A photo booth allowed guests to capture memories, with instant printouts available via Instagram integration. The experience culminated in a dynamic light show inside the Alamodome, setting the stage for performances by Latin music stars Daddy Yankee and Luis Miguel.

Our Role: Full ideation, creative design, planning and production with Deutsch.