'Surprise & Delight'
We worked directly with Target to build a wonderful world, representative of the phrase ‘Surprise & Delight’ to be on display at LA Live in downtown Los Angeles. Playing part in a larger animated campaign that Target had created, we focused our efforts on something character based. Building our scenes within the confines of the LA Live environment, we had all of the screens at our disposal. A giant stage that became even more thrilling at night. Playing with transitions and quirky characters, we pushed the signature red & white of Target into an experience that dove deep into our imaginations and helped create a journey through a delightful world. It was a hit, so much so that the piece was later converted for broadcast.
Production Company: Scholar
Creative Director: Will Johnson, William Campbell
Executive Producer: Rachel Kaminek
Producer: Tyler Locke
Art Director: JP Rooney
Lead Designers: Sang Youb Shin
Animators: Heather Aquino, Jordan Lyle, Tommy Wooh, Shawn Lee, Macauley Johnson
3D Animation: Tim Hayward, Ben Grangereau, Tyler Mele
“We really wanted people to stand in front of the big screens of LA Live and smile while watching the piece.”
We explored a huge range of characters, giving life to a branded world. Their wonderment, and enthusiasm had to carry through not only in their animation, but in their initial style and appearance. These are some of our favorite characters, and we wish we could have included all of them in the piece.