Add Some Color to Your Life with Target!
W+K New York's latest spot for Target, "Color Changes
Everything" will put the "spring" in your step! The agency, along
with Director Fillip Engstrom of Smuggler and The Mill NY send
energetic, suit-wearing traceurs through city streets and
apartments alike to douse residents and interiors with colorful
items from Target's new spring collection.
A big part of what makes "Color Changes Everything" interesting are
the transitions. Lead 2D Artist and Co-VFX Supervisor Iwan Zwarts
explains, "The director wanted to achieve as many of the
transitions in camera as possible, so we brainstormed on the shoot
to make it happen. We shot smoke elements on set to help with the
end transitions, and motion control was used on a couple of shots
when we needed more than one pass with a moving camera. The
majority of our work in 2D was then removing the rigs."
The hot-air balloon was also a main player because it sets the tone
of the spot and introduces the Target branding. Lead 3D Artist
Naotaka Minami says, "My job was to make sure the balloon was
colorful, photo-realistic, and believable in a de-saturated,
winterly environment." Mission accomplished!