Target Colour: Every Colour You Can Dream

The advert titled Every Colour You Can Dream was done by THE CAMPAIGN PALACE advertising agency for TARGET STORES (TARGET company) in AUSTRALIA. It was released in the August 2009. Business sector is Retail stores & rental companies.

Credits:

• The Campaign Palace, Melbourne selected PRODIGY director Dael Oates, to take viewers on a colourful journey through the dreams of a young girl and woman in the new Target “Every Colour You Can Dream” campaign, which includes a 30- and 60-second version airing from Aug. 2, 2009.
  
  The animated commercials create playful sequences reminiscent of our own dreams – from floating through clouds to swimming in water and flying behind a kite. Oates visually represents the dreams with a colourful array of Target clothing and linen – each item serving as a prop, but not necessarily as it would traditionally be used. For instance a sheet as a kite and pillows as clouds. The resulting piece delicately flows between a colourful, dreamlike journey and animated visual magic.
  
  
  
  Oates’ extensive animation experience came into play during production with use of low-fi, stop-animation – a series of still shots from above, each one having to be just slightly different from the next while showing a smooth transition of frames. The story is told this way as the aerial landscapes transform into new surroundings and environments within their dreams.
  Oates described the intense production and six-day shoot as physically challenging, having to place actors and props very specifically on the 6m x 4m “canvas” to get the perfect shot for each 45-second frame. Then, having to move everything just enough – in a very short period of time – so no movements are skipped or forgotten.
  
  
  
  Product: Target Colour 2009
  Client: Target (Brent Liebenberg)
  Agency: The Campaign Palace, Melbourne
  Creative Directors: Gerhard Myburgh
  
  Creative: Jacqui Paterson
  Production Company: PRODIGY
  Creative: Jessica Harold
  Director: Dael Oates
  TV Production: Fiona Gillies
  Exec Producer: Jonathan Samway
  Account Management: Jayne Driver
  DOP: Peter Eastgate
  Account Management: Georgie Brown
  Animator Designer: Matt Boug
  Account Management: Laura Bathurst
  Animators: Lewis Morley Marketing Analyst: Belinda Symes
  Brian Carlin Marketing Analyst: Marianne Kevric
  
  Post Production: Animal Logic
  Duration: 1 x 30" 1 x 60"