VFX studio a52 teamed up with longtime partner Wieden+Kennedy and Director Andreas Nilsson on three TV spots as part of a Back To School campaign for Target. VFX Supervisor Jesse Monsour led the a52 team on the effort, tapping the studio's extensive brand knowledge from several past Target campaigns to inform the work, which included extensive stop motion animation.

Each spot features a teacher's amusing performance about Target's back-to-school offerings as a52's effects crawl seamlessly over the screen. A music teacher lets loose with a song about backpacks and denim as jeans and bags meld into the classroom's backdrop. An English teacher rocks out with her students about notebooks and pencils on a glimmering, confetti-laced stage covered with instruments made of school supplies. A science teacher raps about hair gel and binders in a magic lab filled with colorful chemical explosions and pencil trees emerging from pots.

The studio worked closely with the agency throughout the production process, continuously generating ideas and tweaking concepts as the shoot progressed. For example, in "Music Teacher," what was originally envisioned as jeans erupting in a sort of kaleidoscopic montage became a comped-up version of denim cascading down the wall using stop motion effects.

"We can adapt to the needs of any project," stated a52 EP Jennifer Sofio Hall. "Jesse and the rest of our crew did a great job producing top-quality work that flawlessly complements Furlined's live-action production."

Client: Target Spot Titles: "English Teacher" :30 Broadcast + Cinema, "Science Teacher" :30 Broadcast, "Music Teacher" :30 Broadcast Release Date: July 13, 2012 Advertising Agency: Wieden + Kennedy Creative Director(s): Guy Seese, Julia Leach Art Director: Patty Fogarty Copywriter: Dan Kroeger Product Specialist: Katie Reardon Business Manager: Teresa Lutz Account Executive: Kara York Account Supervisor: Adam Craw Broadcast Producer: Hayley Goggin Art Producer: Eugenie Frerichs Production Company: Furlined Director: Andreas Nilsson President: Diane McCarter Executive Producer: Eriks Krumins Head of Production: Merilee Newman Line Producer: Pete Vitale VFX Studio: a52 VFX Supervisor: Jesse Monsour Lead CG Artist: Kirk Shintani CG Artist: Christopher Janney, Joe Chiechi Executive Producer: Jennifer Sofio Hall Producer: Meredith Tomasulo, Heather Johan Editorial Company: Joint Editorial Editor: Katie Turinski Assistant Editor: Steve Sprinkel Producer: Lisa Ashe Executive Producer: Patty Brebner
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Comments (14)

  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    The one with the dame singing and dancing - I can't understand a single word she says. Nothing. I've seen it 4x and still cannot figure it out.

    Jul 25, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Ditto. The others aren't much easier to decipher, either. Cute to watch, but I'm not sure what they want me to buy.

    Aug 02, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    okay now, so when do i get my first royalty check for the Target commercial featuring art supplies?

    Aug 02, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    i finally looked the english teacher's lyrics up online, and after you read them, they're easier to understand. I don't blame the actress. The lyrics are weird.

    Aug 03, 2012
  • Dabitch's picture
    Dabitch

    NOTEBOOKS AND JEANS. She sings notebook and jeans.

    The music teacher sings: Denim Graphic Tees Leggings Tunics Denim Backpacks Headphones Hair Gel Converse One Star Shoes Denim Shaun White Hoodies Denim.

    Aug 03, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Who is the notebooks and jeans teacher

    Aug 07, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    what's the name of the science teacher singing to the tune of "she blinded me with science?" He reminds me of Billy Ocean

    Aug 10, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Interesting, I didn't have a problem understanding the female singer/teacher at all.

    Aug 11, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I just want to know the name of the English Teacher...I can't find that information ANYWHERE...grrr

    Aug 21, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    He sang that in last year's commercial. Those aren't the lyrics for this commercial. Though, I don't know why anyone has any trouble understanding them. I didn't have a problem.

    Aug 23, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    The English teacher is played by Melanie Paxson (or Melanie Deanne Moore). She's from the Gladware commercials.

    Aug 23, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    It's interesting that someone else thought of Billy Ocean in the science teacher commercial. I could hear a similar accent.

    Aug 24, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Is it just me or is the music teacher a bit on the creepy side? He comes across as the teacher a kid does not want to be alone with in a classroom.

    Aug 24, 2012
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    You're not alone...he creeps the hell out of me!!

    Aug 31, 2012

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