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New Target Ad Campaign Calls for Creative and Stylish LookTarget's Diverse Package of Spots Debut on Golden Golden Globes Award Show (February 06, 2006)
Crash & Sues colorist Sue Lakso lent her expertise to a new series of stylish Target spots from Peterson Milla Hooks/Minneapolis, which debuted on the Golden Globe Awards show. Using Cintels C-Reality telecine and da Vinci 2K Plus color correction system she transferred and color corrected the boldly graphic 30-second ?Branding Circles; the ?Design For All/Anthem 06, also 30 seconds; the Designer Quilt Series of four 15-second spots featuring fashion and home-decor designer Isaac Mizrahi, home-decor designer Thomas OBrien, makeup designer Sonia Kashuk and maternity-fashion designer Liz Lange; and a fun-filled 30-second profile of British fashion designer Luella Bartley.
Lakso has color corrected many of the clean-lined design and fashion-based Target campaigns, so recognizable of the brand. Most have been shot on S35mm and are usually a combination of live action and green screen. ?Luella Bartley, on the other hand, was filmed on S16mm and even incorporated a few digital stills.
??Luella Bartley was shot in a more documentary style with a much grittier look, Lakso notes. ?The scenes were art directed with several distinctive approaches, so it was totally fun to react to the different requests and really manipulate the colors in a variety of ways.
The spot showcases the contemporary British designer whose fashions are now available at Target. It opens with quick-cut glimpses of a monochrome London intercut with a bright red, white and blue Union Jack flag. As Bartley, seen in interview clips and heard in the voiceover, cites Londons longtime role as a fashion capital -- ?its where everything happens -- viewers watch pink-tinted stills of young people, subtly-colored streetscapes with peeling paint, and red-tinged poster-covered walls. The citys iconic monuments and an airplane are layered in black over the Union Jack.
The spot cuts to a bold, red double-decker bus ridden by three models clad in Bartleys latest creations. They hop off the bus and stride down the street, then are layered over a Union Jack in a ripped-paper style matte which is repeatedly torn away, top and bottom, to dress the young women in different blouses, sweaters, skirts and slacks. ?The whole point of (fashion) is to mix it up, Bartley declares.
The commercial ends with the models swinging Union Jack-patterned umbrellas, Bartleys name spelling out across an arrivals board, and cut-out animation of a silhouetted plane flying over London en route to Targets US stores. ?High design and high fashion dont have to cost so much...Thats brilliant! Bartley says.
The entire spot was shot in color although much of the footage was given monochromatic or selective color treatments by Lakso. Working closely with agency creative director Dave Peterson, art director John Klein, and editor Brian Slater, Sue tinted some black-and-white scenes, giving a blue wash to shots of the Tower Bridge for example, and picked out color in others, making a red Underground sign pop in an otherwise black-and-white street scene. She also softened Bartleys black-and-white interview close ups.
While the models and their fashions always appear in color, Lakso maintained a monochromatic look to the city around them so the outfits would pump through the cityscapes. The sequence where the models wardrobes swap out new tops and bottoms was shot on green screen but treated as a series of still images to allow for the new fashion combinations.
?Peterson Milla Hooks and Target have had a longstanding relationship with Crash & Sues, notes agency executive producer Gary Tassone. ?So we were confident in placing this latest campaign in Sues talented hands. Her versatility as a colorist meant she was equally at home with Targets signature graphic style as she was with the streets-of-London look of the Luella Bartley spot. We couldnt have asked for more.
Crash & Sues is a full-service postproduction boutique offering premier transfer, editing, visual effects, animation, finishing and audio services. For further information contact Donna Drewick at 612.338-7947 or go to crash-sues.com.
SPOTS: "Luella Bartley" :30
?Branding Circles :30
?Design For All/Anthem '06 :30
?Designer Quilt Series 4 x :15 ("Isaac Mizrahi," "Thomas O'Brien," "Sonia Kashuk," "Liz Lange")
AGENCY: Peterson Milla Hooks/Minneapolis
Creative Director: Dave Peterson, all seven spots
Art Directors: Dave Peterson, ?Branding Circles, ?Design For All/Anthem06 and the
?Designer Quilt Series; John Klein, ?Luella Bartley
Copywriter: Jenny Shears, all seven spots
Executive Producer: Gary Tassone, all seven spots
Agency Producer: Gary Tassone, ?Luella Bartley; Aldo Hertz, ?Design for All/Anthem 06 and the ?Designer Quilt Series; Lisa Mitchell, ?Branding Circles
Account Executives: Ken Barlage, ?Luella Bartley; Gayle Malcolm, ?Design For All/Anthem 06, ?Branding Circles and the ?Designer Quilt Series
PRODUCTION COMPANIES: Nonstop Pictures/NY (?Luella Bartley) Director/DP: Morten Sandtroen,
Executive Producer: Ronit Avneri.
Sticks +Stones Studios/LA (?Branding Circles) Director: Randy Roberts, D.P: Mark Plummer, Executive Producer: Marlon Staggs.
Believe Media/LA (?Design For All/Anthem '06 and the ?Designer Quilt Series) Director: Floria Sigismondi, D.P.: Tim Ives, Producers: Liz Silver, Cristina Donahue
TELECINE COMPANY: (all seven spots) Crash & Sue's/Minneapolis: Colorist: Sue Lakso, Executive Producer: Donna Drewick.
EDITORIAL COMPANY: Fischer Edit/Minneapolis: Editor: Brian Slater, (?Luella Bartley), Editor: Brett Astor, (?Branding Circles, ?Design For All/Anthem 06 and the?Designer Quilt Series)
FINISHING COMPANIES: Pixel Farm/Minneapolis (?Design For All/Anthem 06 and ?Designer Quilt Series) Senior online editor: Kurt Angell; AXYZ FX/Toronto (?Branding Circles), Online editor: Andres Kirejew: twentybelow/Minnneapolis (?Luella Bartley), Online editor: Tony Mills.
VISUAL EFX COMPANIES: Pixel Farm/Minneapolis: (?Design For All/Anthem '06 and ?Designer Quilt Series ),Artists: Kurt Angell, Randy Gackstetter.: AXYZ FX/Toronto ("Branding Circles" ), Artist: Andres Kirejew; twentybelow/Minneapolis ("Luella Bartley"),Flame fx: Tony Mills, 3D: Nick Hansen.
AUDIO POST COMPANY: Modern Music/Minneapolis (all spots) Mixers: Daron Walker (?Design For All/Anthem ?06 and ?Designer Quilt Series), Rick Meyer (?Branding Circles), Bryan Hanna (?Luella Bartley)
MUSIC COMPANIES: Badly Drawn Boy: Licensed music, ?All Possibilities, (?Design For All/Anthem '06 and ?Designer Quilt Series); Max Frost and The Troopers: Licensed music, ?The Shape of Things to Come,
(?Branding Circles"); Modern Music/Minneapolis: ("Luella Bartley") Composers: Rick Meyer and Daron Walker.
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