Our client approached us to extend Target’s new print campaign, using three crucial elements: the color red, universal male and female symbols, and models in sporty outfits. These ingredients were intended to further establish the pop vitality of the Target brand. We designed props, outfits and hairstyles for the symbols. We wrote and storyboarded scenes with live models interacting with the graphics.

“Initially I responded to the cleverness of the sequence and the smooth transitions between product shots. After repeated viewings, I started to respond negatively to the folks and their PhotoDisc world. But that’s what Target is. It’s free-for-all consumerism.”

“It’s a loud, bright, happy, 30-second pleasure moment. You can hate the happy or appreciate it for happy’s sake.”