Agency: Peterson Milla Hooks
A Very Small Office Director Mikon van Gastel, working closely yet again with Peterson Milla Hooks, has completed a series of upbeat, lighthearted spots promoting Target's ‘Frugalista’ campaign.
The effort, which debuted during the 2010 Golden Globes and will also run during the Winter Olympics, features a series of vignettes that are shuffled from spot to spot to create a custom commercial appealing to each event's audience, while retaining the central message that Target is the place for everyday shoppers to find affordable fashion.
The spots star a series of hip, sophisticated models, sauntering through settings that range from beaches to hillside mansions to humble trailer homes, each flaunting her Frugalista "find": jewelry, shoes, bikinis, coats and more.
Visually clever, organic camera movements combine with choreographed action to tell each woman's "find" story quickly and succinctly.
Mikon shot the vignettes both on stage and on location, choosing the backdrop carefully to complement the featured product in each sequence.
The live action and design-driven production meshes perfectly with the cinematography to deliver the unique stylish sensibility of the Target brand and aims to create a genuine connection with the viewer.
The spots come together perfectly with a kinetic editorial style that plays pitch perfectly off the dialogue embedded in the music.