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Target

Color Changes Everything

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Summary

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!

Credits

Agency

  • Agency: W+K New York
  • Producer: Alison Hill
  • Creative Director: Ben Hughes / Julia Leach
  • Creatives: CW: Andrew Jasperson, AD:Mathieu Zarbatany
  • Head of Content Production: Gary Krieg
    Director of Business Affairs: Sara Jagielski
    Product Producer: Jen Hundis\
    Account Team: Allison Sabol, Jessica O’Conor, Lindsay Stein, Meghan Mullen

Production

  • Production Company: Smuggler
  • Director: Filip Engstrom
  • Executive Producer: Alison Kunzman, EP/COO: Lisa Rich
  • Producer: Tim Kerrison
  • Director of Photography: Crille Forsberg
  • Mix Company: Heard City
    Mixer: Philip Loeb
    Sound Designer: Philip Loeb
    Song: “Allouette”
    Artist: The Delta Rhythm Boys

Editorial

  • Editing Company: Final Cut
  • Editor: Jeff Buchanan
  • Edit Assist: Betty Jo Moore

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • VFX Producer: Charlotte Arnold
  • Shoot Supervisor: Iwan Zwarts & Adrian Hurley
  • 2D Lead Artists: Iwan Zwarts
  • 3D Lead Artists: Naotaka Minami, Boris Ustaev
  • 2D Artists: Keith Sullivan, Melissa Graff, Jeff Robins, Rosalind Paradis

project information

Director:

Filip Engstrom

Agency:

W+K New York

Production Company:

Smuggler

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