Director Mathew Miguel Cullen Brings Target’s Signature Brand to Life for Easter & Spring 2023

As collaborators with Target Creative for years now, we were super excited to bring the retailer’s signature brand to life once again to showcase the energy that comes when spring is in the air. 

Directed by Mirada’s Mathew Cullen, this spot takes the iconic Target world, with its trademark style, to new heights, weaving optimism and spontaneity into the playful Easter spots. 

We worked with large-scale stages paired with an inventive lighting setup created by cinematographer Santiago Gonzalez to create open worlds filled with sun. In “Balcony Buds,” Cullen collaborated closely with production designer Kristen Vallow to build a multi-level apartment, creating a sense of depth, dimension, and space for the roommates re-imagining their balcony. 

The Easter campaign celebrates diversity while showcasing the abundance of fun at Target.

 In “Crafternoon,” generations come together for creative expression, with grandparents decorating holiday treats with their grandchildren. 

“Rooftop Brunch” highlights an inclusive group of friends gathering to share laughter and make memories over a beautiful Easter meal, sparking and reinforcing deep connections. 

In “Bunny Business,” the makers of Grogu from The Mandalorian, Legacy Effects, created the Easter Bunny puppet. The puppetry was all done live-action, and the effects were all in-camera.

The big idea was ease - from transforming your space into a sanctuary for spring to sharing a meal with those closest to you. The approach to the theme of spring was to open the windows and doors, create an endless sky, and have an ever-present nature through breezes, sunshine, and living greens, offering a warm welcome to the new season.