Target
Holiday Spectacular
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A Holiday Spectacular.
For Target's 2016 holiday campaign, we turned the incredible production that is the holiday season into an actual production.
The holidays are one big production when everyone comes together to make the Holidays spectacular. So Target set out to bring families together by putting on a production of our own. Throughout the season, we invited people to follow our crew as they worked together to pull off a Holiday Musical. The campaign told a singular narrative through connected films that mirrored both the challenges of putting a musical together and getting ready for the festivities at home. We ended big with an 8 minute modern musical based on the Nutcracker starring John Legend and Chrissy Teigen alongside a cast of over 30 CG toys called the Toycracker.
Agency: 72andSunny LA § Role: Lead Creative and Designer
Toycracker
The story of the Toycracker was simple, a young girl journeying through a holiday toyland discovers what she wants most for the holidays is what she had from the start, her family. The eight minute piece aired for an audience of 26 million on ABC and was rewatched millions of times on YouTube and Hulu.
Watch the Full Toycracker here.
The biggest Production of the year
The campaign told a singular narrative through 4 connected films that mirrored both the challenges of putting a musical together and getting ready for the festivities at home.
But the campaign didn’t stop there
To stand out from the all the holiday deals that were happening thru December we invented Ginger Breadington - part showman, part salesman, all cookie - to deliver the freshest deals live from the red carpet of our big event.
Throughout the season we also showed behind the scenes of the production with deals for families’s behind the scenes.
