A Perfect Partnership, Branding the Brand of all Brands
Mirada’s relationship with Target has been a long-running, remarkably fruitful creative journey…
A Better Bullseye
When Target made the decision to remodel their stores to include grocery sections, they turned to Mirada to help incorporate this mass influx of fresh fruit, vegetables, cheese, bread, etc., into their brand, literally – into their “Bullseye.”
The creative teams from Target and Mirada worked together to craft a vibrant, busy-at-work visual metaphor for this new filling of the shelves – one that would have the fun personality and exhilarating style of a great feature-length animated film.
The piece opens on a monolithic Target Bullseye, surrounded by a crew of tiny (in comparison) animated workers, and stockpiles of fresh produce. The foreman presses an activation button, and the amazing spectacle begins: the front face of the bullseye opens like a giant vault door, and his crew immediately goes to work, filling the massive compartments and shipping-and-receiving platforms inside the bullseye – collaborating in clever, outlandish ways: catapulting fruit up into the platforms above; moving the groceries up inside on bike-powered conveyor belts; rappelling down the giant bullseye on ropes; helicoptering in pallets of produce; and hoisting the food into the structure on cranes. The crew operates with ridiculously efficient teamwork, stocking the enormous bullseye until it’s packed full with freshness. When they’re finished with their mammoth task, the bullseye door shuts again, and the crew disperses, leaving the solitary iconic Target brand/symbol with a bazillion more great things now inside it.
The piece opens on a monolithic Target Bullseye, surrounded by a crew of tiny (in comparison) animated workers, and stockpiles of fresh produce.
Chris Riehl led Mirada’s team of animators and artists through a rigorous process of character and story development to create a wide variety of charming, hyperreal workers with distinct personalities and skills, all of them decked out in different Target-branded uniforms and nifty gadgets. The camera movement was carefully crafted to take us from vertigo-inducing high angles and sweeping helicopter shots—that show the scale of the entire operation—to epic ground-level low angles that accentuate the size of the towering bullseye.
Target and Mirada teamed up again to create a playful but heartfelt appeal to parents, urging them to take a “Pledge” to read with their kids. Inspired by the visual language of children’s books, the I Will project set out to encourage this initiative with a magically enhanced vignette of a father reading to his daughter.
With Chris Riehl again at the helm, the Mirada team created a “living storybook” whose pages revealed animated representations of key stages in a child’s life, from early childhood to high school graduation, seamlessly melding the live-action with the animation.
As the father holds the book, the girl turns the pages, and each page shows her, literally, in the story, as the protagonist – her actual face playfully integrated into the animated 3D illustrations themselves. We see her as a seashore crab, then as a knight battling dragons; as she grows, she becomes a star dancer in a talent show, and then, on the last page, she beams in a graduation cap and gown, waving her diploma.
The team crafted an evolving visual language that reflected different, maturing, age sensibilities, with each new page showing a distinctive stylistic progression. The girl’s early years/pages, for example, used simple color blocking and a more cartoony aesthetic; then as she gets older, shots become more complex, integrating high-end CG with beautiful, realistic, cinematic lighting and shadow details.
Riehl also designed a unique dimensional perspective technique with sophisticated virtual handheld camera moves that seem to look into the book’s scenes—into its pages’ “windows”—connecting the real world to that of the girl’s story. Achieving this dimensional synergy required extensive R&D, including building special prop books that could be shot to obtain authentic tracking data. The shots were then refined repeatedly, to strike the perfect balance of playfulness, technical precision, and engaged storytelling – to make this magic window into a child’s imagination a reality.
Achieving this dimensional synergy required extensive R&D, including building special prop books that could be shot to obtain authentic tracking data.