When Target asked us to help launch their exclusive Wicked collaboration, we knew it had to defy gravity. Using the iconic and infectious Elphaba riff, we made it known that there really is no place like Target to shop everything Wicked. And yes, Cynthia Erivo belted it live.

That’s My Line has since become a viral trend across social media and culture, giving a voice to people’s love for Wicked and Target, everywhere.

I wrote and creative directed this campaign at Mythology.

Director - Alice Brooks

ECD - Chris Shipman

CD - Lena Kuffner

Art Direction - Claire Roudabush

Producer - Kenny Farrell

Executive Producer - Andy Wilcox

Executive Producer - Erika Best

VP Account Director - Heather Mayo

Account Director - Monica Sharma

Strategy - Jessica Navas