Target (Surprise & Delight)

BRIEF

This project was the result of an open-ended request by Target to make an animation for social media channels that would generate “Surprise and Delight.” Red and white were the only permissible colors, and a focus on objects (rather than abstract shapes) was requested due to the product-oriented nature of target’s business. The animation had to end with the Target logo.

IDEATION

I asked the following:

• What objects are similar to the Target logo, so they can be used as an entry/exit point for the animation?

• What objects are inherently “fun” and/or fun to witness in motion?

• How can I use objects to transition from a red background to a white background, and vice versa?

• What music is appropriate for this animation?

The image of a paper airplane hitting the Target logo made its way into my head, and became the core of the piece.

STYLE DECISIONS

Whenever possible, I wanted animations to be moving upwards to promote a feeling of lightness and joy. I also tried to display a diversity of objects - sun, plant, toy, animal, electronic, abstract shape.