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Thursday, 6 December 2007 | Levent OZLER
motion504 Creates Sleek CG In-Store Campaign For Target
Broadcast design & animation studio motion504 just completed a series of in-store spots for client Target. To promote its Photo Lab and Contact Wireless services and products, motion504 created whimsical and elegant animations, which will screen in Target stores nationwide.
The nine spots for Photo Lab show off the capabilities of the retailer's photo services from printing photos at Target to creating personalized products such as mugs and albums via partners Kodak Gallery and Shutterfly.
The animated vignettes open with a mnemonic of a camera lens focusing and taking a shot, which separates each narrative within the loop. For motion504, the campaign was an opportunity to work closely with the creative team at Target and create unique storylines for each piece.
"Since the content is so similar, our challenge was to make distinctions between the products," explains Andy Reynolds, motion504 Founder/Creative Director. "We got along very well with the Target team. We worked together to tell their brand-consistent story in a very visual way, and are all thrilled with the end result."
The entire motion504 team of creative directors and designers typically collaborate together on projects; however, due to the high number of films, each artist was able to art direct their own spots - providing a nice range of styles and looks. Key to the studio's process was the collaborative storyboarding of all of the spots.
"Photo Box" and "Print To Target" were created by Reynolds, "Auto Collage and "Kodak Perfect Touch" by Creative Director Amy Schmitt, "Shutterfly," "Photo Cards" and "Kodak Gallery" by Creative Director Scott Wenner, and "Greeting Cards" by Designer Faith Miller. The studio is currently working on HD versions of "Gift Cards" and "Greeting Cards," which will screen on the in-store HD network Channel Red.
In addition to the Photo Lab campaign, motion504 created an ambitious HD spot for Target Contact Wireless, which will also show on Channel Red. Scott Wenner was tasked with injecting life into the cell phone "characters" featured in the piece. The spot shows the simple, three-step process of signing up for wireless service through Target. Wenner had to create a smooth, elegant ice-skating motion for the nine different cell phone models as they traveled around the white environment.
"We received style frames from the client, but were given flexibility on a conceptual level," describes Wenner. "The cell phones in this Wireless piece had to seem alive and engaging without coming across as being too cartoon-like. Our final look presents the concept in a visually stimulating yet informative way. It also stayed true to the Target branding with its more abstract, glossy and modern style."
"Target was so great," concludes Eric Mueller, motion504 Executive Producer. "They were clear on their big-picture branding and positioning, but gave us freedom to execute and do what we do best. They trusted our expertise, which makes for a great working relationship."
motion504 credits music and sound design company BWN for providing innovative and high-quality tracks for the project. The studio handled the sound design and audio on the Photo Lab campaign, and original music for Target Contact Wireless.
To view the Target work, please go to http://www.motion504.com/target2007
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