How a Furry Brown Monster from Japan Came to Target.

Fifteen months prior to the Halloween campaign launching, I came across Domo at a licensing show. I knew immediately that his perfect blend of scary and cute was just the ticket for Target. My vision was to dress him in various Halloween costumes, knowing his iconic open mouth would always give away his identity. The next day, I sketched the idea on paper (see below) so I could get Target as excited about the idea as I was. Two days later, we hacked together this Photoshop line-up (see below sketches) of how Domo would come to life. Fingers crossed that Domo’s creator, Tsuneo Goda, would love it too. He did (huge sigh of relief!), and Domo at Target was hatched.