Creative production studio Flavor was recently engaged by Target to promote the brand’s playful line of curated, specially designed Wonderpacks that are now available on Target.com. The result is the :54 animated brand film currently appearing across Target’s social media channels. Further information about Wonderpacks at Target is available here: http://bit.ly/TW-Packs.
SPW Credits
Client: Target
Creative Director: Travis Robertson
Associate Creative Director: Jon Baugh
Art Director: Michael J. Harris
Copy Writer: Jesse Gadola
Project Manager: Tierney Krienert
Integrated Media Producer: Kelly Kirk
Design & Production Company: Flavor
Directors: Jason Cook, Brian McCauley
Designers: Ella Yoon, Brad Backofen, Andy Bernet, Danielle Otrakji, Adam Kohr, Mack Neaton
Lighting TD: Josh Kohlmeier
3D Generalists: Billy Maloney, Deandre Moore, Josh Studebaker, Kevin Ferrara, Thuc Ngyuen
VFX: John Cherniack
Texture Painter: Ella Yoon
Cloth Simulations: John Cherniack, Emily Berveiler
Character Animation: Sarah Wolfe, John Cherniack, Deandre Moore
Matte Painting: Eric Mattson
Nuke Artists: Maciek Sokalski, Chris Kong, Josh Studebaker, Josh Kohlmeier
Music and Sound Design: Rumble Music
Don’t Go There on an Airplane! Explore, Director Jeremy Pinckert, and Go RVing Release “Airplane Problems” Commercial Spot
Explore, director Jeremy Pinckert and Go RVing did not need to go far to gain inspiration for their latest commercial production. "Airplane Problems" was initially conceived as an audio-only campaign, but Go RVing's SVP/CMO Karen Redfern asked Explore to adapt the script into a new, live-action commercial. Explore used their direct to brand process that allows them to come alongside internal agencies and provide elevated levels of production. The adaptation from audio ads to live-action spots involved re-writing lines and adding a few iconic scenes from Pinckert’s ideas to provide anchor moments for the ads. For the airplane creative, a notable line change now would have a little girl say, "Daddy has my charger"; added elements include an unruly seat partner who sits right in the middle of the family and proceeds to eat messy food; and a scene showing the missing Dad in the middle seat of a row in the back of the plane.
Explore and director Jeremy Pinckert also added a visual hook to the ending of the spot not in the audio-only ads, leaning on his own experiences traveling with his family. He found his hands were always full, clutching boarding passes, carry-on bags, his phone, headphones, and of course, his coffee. In the commercial, there is a moment where all of the frustrations are just too much for the protagonist and they almost curse in front of their family. The Go RVing voice of reason cuts off the curse with a timely, "Don't Go There!" line, before a tagline comes in to say, "Go RVing." This works for an audio-only script, but for the live-action digital commercials, Pinckert knew the production would need a moment, a beat, a transition shot to bridge between the curse and when viewers see a pleasing shot of an RV family in a beautiful... Read More
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