For Target, Animation is a Natural Choice
Target tapped Venice, California-based Motion Theory to do a spot for them integrating animation design into their marketing mix. The spot was designed to showcase the creativity, team spirit and personality of the Target brand in a manner completely different from traditional TV spots.
The “A Better Bullseye” campaign was directed by Motion Theory’s Chris Riehl. Their goal was to create a memorable cast of characters – and a spot that viewers wouldn’t tire of, even after seeing it multiple times. Today’s consumer is easily distracted – or bored – so smart brands and creative shops are using tactics like animation design and creating interactive design experiences in innovative ways.
I love the spot and think they accomplished just what they set out to do. And I also love the fact that major brands are continually looking outside the realm of the traditional and allowing motion graphics firms and 3D animators the chance to showcase their talents – and contribute to the overall brand message – albeit in a different way.
Nice spot. White, straight, unrealistic of modern life. Target missed the mark unless they were shooting for the banality of everyday life.
Maybe they were. Perhaps they know their customer base. And it now appears, we can add conservative, anti-gay and anti-immigration to Target’s profile. Too bad. But I still say the animation was nice and it beats “real people” WalMart ads.