With the "We've Got Love for Local" campaign, Obsidianworks positioned Target as a welcomed part of the Black and Latinx community by connecting deeply with locals to celebrate what makes their city special. We highlighted the people as the heartbeat of the neighborhood, ensuring every element—from digital billboards and subway turnstiles to radio spots—felt authentically the locals. Partnerships have included local NYC muralist Islenia Mil, St Louis muralist and legend, Cbabi Bayoc, and Target store manager, Shaughna Potts.