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
Adland® is a commercial-laden heaven and hell for advertising addicts around the world.
This advertising publication was founded in 1996, built on beer and bravery, Adland® now boasts the largest super bowl commercials collection in the world.
Adland® survives on your donations alone. You can help us out by buying us a Ko-Fi. Adland® works best in Brave browser
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.
- reply
PermalinkDitto. The others aren't much easier to decipher, either. Cute to watch, but I'm not sure what they want me to buy.
- reply
Permalinkokay now, so when do i get my first royalty check for the Target commercial featuring art supplies?
- reply
Permalinki 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.
- reply
PermalinkNOTEBOOKS 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.
- reply
PermalinkHe 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.
- reply
PermalinkWho is the notebooks and jeans teacher
- reply
Permalinkwhat's the name of the science teacher singing to the tune of "she blinded me with science?" He reminds me of Billy Ocean
- reply
PermalinkInteresting, I didn't have a problem understanding the female singer/teacher at all.
- reply
PermalinkI just want to know the name of the English Teacher...I can't find that information ANYWHERE...grrr
- reply
PermalinkThe English teacher is played by Melanie Paxson (or Melanie Deanne Moore). She's from the Gladware commercials.
- reply
PermalinkIt's interesting that someone else thought of Billy Ocean in the science teacher commercial. I could hear a similar accent.
- reply
PermalinkIs 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.
- reply
PermalinkYou're not alone...he creeps the hell out of me!!
- reply
Permalink