January 2010
Target’s “Art Unfolds” Plays During Golden Globes
Press Release
“Target ‘Art Unfolds’ Spot Breaks During Golden Globes”
(Minneapolis, MN – January 21, 2010)
Target breaks the latest in a series of art-inspired animated television commercials, “Art Unfolds” during this year’s 2010 Golden Globe Awards.
The dream-like spot begins with a simple red box that opening to reveal the Target Bull’s-eye gliding along a series of unfolding, falling panels as playful illustrations spring to life. The spot’s percussive-driven underscore carries and builds as the panel montage of illustrative imagery depicting film-making, dance, music, and painting unravels then cleverly refolds into the signature Target Bull’s-eye.
Rumble composer Tommy Walter comments, “The box opens in way that feels whimsical, yet clock-like and ‘measured,’ so I began experimenting with a shuffling rhythm that when ’straightened out’ would naturally speed up with the quickening pace of the visual reveal. I found the organic ‘quirky sound’ by intuitively experimenting with hitting pots and pans, and discovered that a sock covered spoon struck the perfect percussive ‘pitch’ that I was looking for.” Jerome Rankine supported Walter’s score with a subtle, yet complex blend of folds, clicks, whirrs and billows.
This project, like the other ‘Art’ inspired projects was uniquely challenging because when the visuals are SO compelling, because the music has a really big responsibility to be just as engaging. The challenge is to make sure the score doesn’t overpower the picture, while making it smart enough to convey the message,” said Rick Meyer. Tommy Walter adds, “And the pots and pans that I used were really purchased at Target.”
Credits:
Agency: Good People, Minneapolis
Creative Director: Shannon Petinni
Producer: Barth Ward
Principal: Betsy Treinen
Production Company: Eyeball, New York
Music Company: Rumble, Minneapolis
Composer: Tommy Walter
Sound Design: Jerome Rankine
Mixer: Rick Meyer
Executive Producer: Jess Ford