The first makeover reality show for college students.

Target was losing relevance with college students during Back to College.

First-time homeowners had HGTV. First apartments had Apartment Therapy. But students moving into their very first space had no trusted resource, no authentic inspiration, no guide to making a dorm feel like their own.

So we created Best Year Ever, a dorm makeover reality series built just for them.

Authenticity was everything. We cast real, diverse college students and paired them with interior designer Veronica Valencia (Extreme Makeover: Home Edition) and college-aged influencers as mentors. The result: real budgets, real advice, real transformations.

It became Target’s most successful Back to College campaign to date — turning dorm rooms into self-expression and move-in day into the start of a Best Year Ever.

Director: Bunim/Murray