Target is a brand whose musical voice has long been an indelible part of its identity. In 2013, the brand's internal creative agency needed musical direction for a five-spot campaign. The five animated spots were slated for use at a quickly approaching entertainment event at LA Live and would then be used in various other Target touchpoints, from Channel Red to in-store marketing. Like any campaign, the disparate spots collectively and individually needed to deliver Target's core brand identity and values while remaining engaging, dynamic, and relevant. Since the spots contained no VO nor dialogue, music needed to be an even more powerful element of the spots.
Working closely with the Target creative team, I managed, music supervised, and produced the project from start to finish: finding and sourcing brand-relevant tracks and artists, overseeing edits and layback against picture, presenting to the client, organizing the project's various stages and communication and, finally, ensuring licensing details were secured.
The project was received with accolades from the Target team and was a staple of Target's Channel Red for months following the event itself. The five spots can be seen below.