The Everyday Collection
by Target
While other grocery retailers were talking about more conventional things like low price and quality, we saw the opportunity to elevate the grocery category in a way that only Target could: through a self-aware lens of fashion. The Everyday Collection by Target was the 2013 Ad Age Campaign of the Year.
As part of a new campaign for Target, mono in Minneapolis came up with a cheeky new play on Target: the high end of the everyday. The spots were a ton of fun to work on with creative ranging from exploding cake boxes to flying meat (as seen in this spot). Aside from rig removal on the meat packages and the floating Target logo, we did a bunch of beauty and clean up work throughout to nail the pristine white environment and overall look.
vfx/post producer
Logan East 2012.
2013 Matthew Donaldson, Director
