The full length spot.

To spark intrigue, we had Brady post a cryptic photo on his social channels before the Super Bowl. Speculation abounded - whether or not he was walking into or out of the stadium, was he planning to retire, what did it all mean. The photo went viral with coverage by news sources and sports bloggers, it even turned into a meme.

The official music video, shot live during a Grammy’s commercial break.

For Baker, we leaned into the quirkiness of QB audibles (think “Omaha! Halle Berry!”). So our spot told the story of how Hulu paid him to use our famed tagline as his audible, no matter how long and awkward it might sound.

Gurley once said in a press interview he was an aspiring “cat dude.” We decided to make his dreams come true by giving him the cat he longed for, but sponsored by Hulu. To broaden the reach of this campaign, we created an Instagram account for the cat Mr. Hulu Has Live Sports. He not only got verified, but went on to engage with other pet influencers in the space and gain over 16k organic followers (which meant more eyes on the Hulu brand).

@mrhuluhaslivesports

In a devastating turn of events for New York Giants running back Saquon Barkley, he didn’t make the cover of legendary Madden ’20. Our solution - make him the star of his own game, Hulu Has Live Sports ’20: The Video Game. And to ensure Hulu had clear role in the initiative, we made HHLS ‘20 the world’s first watching football game. The goal of the game was to watch live sports on Hulu. But Saquon’s TV grows legs and runs off, resulting in players controlling Saquon’s couch which is chasing after it. By creating an actual video game, we were able to bring the Hulu brand to a whole new audience through an immersive digital brand experience.

The game dominated play on Twitch, and was featured in digital/social media placements. All in all, the game was a huge success, with fans spending over 100 days playing the game.

Damian Lillard, Aaron Judge, and Skylar Diggins Smith faces are deepfaked onto body doubles.

In this installment of the campaign, we leaned into the deepfake technology and used body doubles who were noticeably… different.

We created the first ever Twitter based ‘Jukebox’ with Luke Bryan. On a soundstage in Nashville with a neighboring social war room, Luke wrote songs in real-time to fans who submitted requests on Twitter. We’d scan for requests through the hashtag, work with Luke to write music and lyrics, then quickly edit the bespoke performance and publish on social… all in a matter of minutes. Song requests ranged from requests to “ask my daughter to clean her room” to “a song for our troops.” We even had a few celebrity tweets, including a request from Lionel Ritchie for a song about their first meeting in Nashville. The ambitious first-of-it’s kind campaign required an immense amount of planning and real time vetting with a team of producers, social listeners, media publishers, and lawyers.

To launch her album ‘1989’ we partnered with Taylor to create an ode to New York with her new single. We assembled a stop motion type video by capturing individual frames through a polaroid camera (sourced in partnership with the Impossible Project) and stitching them together into our ads.

We debuted music from Adele’s highly anticipated album 25 by creating seven elegant and unique spots to complement the artistry of her tracks. The spots aired in a strategic massive media roadblock across broadcast, digital, and social before the album officially launched. In a time where CD’s were no longer prolific, Target captured one third of album sales through the campaign - selling a record 1 million copies in the first 10 days.

To launch Carrie Underwood’s new album, we created a rollout strategy to give fans a behind-the-scenes view into the inspiration behind her exclusive songs. Carrie shared insights on social media over a few day period, culminating the release of her exclusive tracks ‘Heartbeat’ and ‘Little Girl Don’t Grow Up Too Fast” in Target branded performance videos.

In 2016, Brett Eldredge was set to release his Christmas album on Halloween of all days. So we wanted to bring awareness to his exclusive Target version of the album in a unique and engaging way that made use of the two holidays. In partnership with Jeff Tremaine (of Jackass), we created a Halloween mansion for trick-or-treaters with surprise inside - a Winter wonderland featuring Brett serenading Christmas music. The project required a blend experiential production for the haunted mansion + hidden camera footage capture of the trick-or-treaters.

Video recap post:

https://twitter.com/bretteldredge/status/794667105782272002?lang=en

We partnered with famed director/photographer Danny Clinch to capture intimate performances of OneRepublic’s exclusive tracks as well as glimpses behind their songwriting process.

Garth Brooks was due to come out with an exclusive box set, Gunslinger, featuring songs old and new alike. To get fans excited for its release, we created exclusive performance videos, in a “box set” (…a commercial set in the shape of a box). The branded backdrop adorned with a simple aesthetic provided a unique environment for Target to give fans more Garth and more music.

Our broadcast spots featured intriguing interactions and confessional moments, keeping with the tropes of Reality TV.

Once the party was over and we sifted through the incredible content, we decided to seed intrigue through Reddit. Posting snapshots of controversial moments from the party, we created a groundswell of speculation.

A photobooth at the party became our asset source for campaign media placements - OOH, digital banners, landing page, social.

By bringing together stars from various networks and shows, we created exclusive cross-over moments (such as ABC’s The Bachelor & TLC’s 90 Day Fiance) that left fans wanting more.

Social media influencer and party guest Tyler Oakley gave fans an exclusive behind the scenes recap of the event.

360 campaign included broadcast, digital, and 12+ bespoke social videos.

Thanksgiving anthem of 2018 campaign featuring originally recorded music by Sia (cover of Perry Como’s ‘Round and Round’).

Promo example spot featuring heavy CGI across multiple licensed properties.

2017 Anthem spot featuring live action, licensed animated characters, and CGI.

Weekend Deals promotional spot example.

Featuring a variety of key product, we created a series of :15s that showcased imagination and play through the eyes of kids. Captured on miniature sets, we created dinosaur shadows in CG, in partnership with Universal.

With childlike imagination as our inspiration, we created a series of videos and stills that showcased how play comes to life with toys from Avengers: Infinity War.

To build awareness around Target’s exclusive Mickey Mouse 90th anniversary collection, we leveraged the two iconic shapes - bullseye and mouse ears - in fun, stylized product photography.

We put a fun spin on our partnership with the Peanut Movie, by creating a campaign that told the story of the crew auditioning their live action counterparts. Custom character animation created with Blue Sky studio.

To generate excitement around the arrival of Age of Ultron merchandise at Target, we brought product to life through a heroic tale of action figures in intricate stop motion.

In 2017, our approach to convey the arrival of smaller franchise licensed goods at Target was to create a visual social/digital campaign that played with the iconic bullseye shape. For Ralph Breaks the Internet, Minecraft, Nella the Princess Knight and LOL Surprise, we created bespoke 3-D sets and captured photo/GIF content of kids interacting with the environment.

To showcase the partnership between Target and Wholesome Wave, we documented a family’s experience with the fruit and vegetable prescription program. After meeting with a local clinician, they received coupons for free healthy food at Target. Ultimately, the partnership provided in-need Los Angeles residents with affordable access to 225,000+ pounds of fresh fruits and vegetables.

In partnership with the KaBOOM! organization, Target volunteers built a playground in the Minneapolis area based on designs by the kids themselves. Together, Target and KaBOOM! built 175 unique play spaces across the U.S., impacting more than 72,000 kids.

See video and feature here:

https://corporate.target.com/article/2016/11/kaboom-partnership

To support back-to-school efforts, Target committed to giving up to $5 million to schools everywhere in America in an initiative to promote health and activity for kids in their learning environment. Teachers and students submitted their ideas through Donors Choose, and Target selected a project to fully fund and execute. Our team orchestrated a classroom makeover at Los Medanos Elementary - coordinating with the school and teacher, bringing in a prop stylist to design and implement, and filming the student’s reaction to their new, wellness focused classroom.

By bringing humor and levity to an otherwise prosaic category, we helped Vivint create a relatable brand identity.