Target HD
Direction, Motion
Client: Target
Produced: Stardust
Target Corporation is taking a cinematic approach to showcasing high-definition television sets on display at its more than 1,500 discount department stores in the United States. The retail chain sponsored the production of a series of visually compelling in-store commercials designed to grab and hold the attention of consumers.
The spots will all begin with a macro shot of a mysterious material that is moving around as we the viewer are stopped in our tracks to try and determine what we are seeing.
As further shots help to make the image more recognizable, a descriptive word is slowly revealed, subtly integrated into the macro shot. These shots will use slow camera moves and incorporate depth of field, along with very subtle animation of the typography. All spots are highly stylized, dynamic, and textural. Interesting contradictions of form and color will draw people into this world.