Target Collective Video
Creative Direction, with Target’s in-house creative team, for Target's first curated design-focused collection tailored to men. The limited-edition assortment – a mix of the brands’ existing assortment and product co-created in partnership with Target’s internal design team – gives guests access to impeccably-crafted, U.S.A.-made goods from partners Billykirk, Owen & Fred, Taylor Stitch, Duluth Pack, Locally Grown and Terrapin Stationers.
The spot captures the process of a painter thoughtfully crafting a logo on a white brick wall. This gesture amplifies the maker aspect of the Target Collective, while acting as a vehicle to hit the key messages of authenticity, quality, craftsmanship and style. Tight frames of the painter detailing letterforms, preparing his brushes, mixing paint, culminate in a reveal of the completed Target Collective mark.
