press release
Target 'Art Interacts'
Eyeball just completed work on a new spot for Target, entitled “Art Interacts”, the latest in their “Art for All” campaign driven by Catalyst Studios
New York City (January 9th, 2009) – Eyeball just completed work on a new spot for Target, entitled “Art Interacts”, the latest in their “Art for All” campaign driven by Catalyst Studios. An intricate journey through an illustrated world where athletes mix with musicians and circus performers, the spot creates a complex yet playful universe out of the simple graphic red and white world of Target.
Eyeball’s initial thought from seeing Catalyst’s boards was to bring them to life in the most effective way. The crew at Eyeball were immediate fans of Mary Fallon’s creative idea and, drawing on their expertise, Eyeball decided to keep it simple and not add any tempting baroque flourish seen so often on today’s TV. Here the challenge was actually a practice in restraint - which of course dovetailed perfectly with Target’s signature red and white look. Originally, the piece was designed for large scale outdoor installations, now eyeball is thrilled that Target is happy enough with the results to transform it into a spot that will air during this year’s Golden Globes.
“For our inspiration, we looked at Victorian silhouette art and vintage analogue-style animations,” noted Creative Director Jory Hull. Individual character animation was done for each of the hundreds of ‘people’ that make up the spot, before bringing them together with one seamless journey from beginning to end. The team also used music to drive their designs, integrating early-on using an original composition from Expansion Team.
Using Adobe Professional Creative Suite 3 on Apple Quad Core Macs, the Eyeball design team created both 2D and 3D characters. From there, the 3D and motion team used 3D Studio Max (on 64-bit PCs) and Adobe After Effects with plugins (including Trapcode Particular) to create
The playful music was composed by Expansion Team artist Michael Picton, led by Founder/Creative Director Alex Moulton. Being the composer for Ringling Brothers' newest extravaganza and arranger for several Cirque Du Soleil shows, Picton was selected for his clear expertise in the world of circus music. Working in tandem with the Eyeball creatives, Expansion Team updated the score as animation progressed over the course of the production.
[About eyeball]
Eyeball is a multifarious design company located in New York City. For 16 years, the team at Eyeball has designed and produced compelling strategic communications for corporations, broadcast networks and advertising agencies. Their work ranges from commercial and film direction to branding, experiential, and interactive projects. Learn more at http://www.eyeballnyc.com/
http://www.eyeballnyc.com/pr/images/pr-discovery_projectearth.mov
[Credits]
Target “Art Interacts” Credits
Catalyst Studios
Betsy Treinen, Director of Client Services
Shannon Pettini, Creative Director
Jennifer O'Brien, Art Director
Barth Ward, Freelance Broadcast Producer
Target
Connie Soteropulosl, Group Creative Manager
Mark Bennett, Group Manager, Media Production Freelance
Barth Ward, Broadcast Producer
Eyeball:
Limore Shur, Chief Creative
Jory Hull, Creative Director
Mike Sullo, Executive Producer
Ben Spivak, Producer
David Pocull, Lead Designer, Animator
Mauricio Leon, Animator
Mitchell Paone, Animator
Amber Kusmenko, Animator
Nadine Yamout, Animator
Ghazia Jalal, Animator
Juan Sanabria, Animator
Anthony Jones, CG Manager
Christian Lowe, 3D Animator
Brian Douglass, Editor
[For more information, art or interview requests please contact:]
Mike Sullo
212-431-5424
