American Greetings launched a line of cultural heritage cards for Black History Month and Latino Heritage month that were featured in Target's seasonal features section of the store. Upon turning the card over, customers could scan a QR which would link them to an American Greetings landing page featuring associates from the cultural group alongside quotes celebrating the month.

As art director and creative lead for this project, I identified the cards, backdrop, and styling that would be used in each shot, pairing it with the character and quality of each person holding the card. I worked closely on set with the talent, providing direction and posing. I even had the opportunity to get in front of the camera myself.