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.