Santa Monica, CA - Artist owned-and-operated bi-coastal digital studio Brickyard VFX recently completed work on Target's "All Things Merry" campaign. The campaign was directed by frequent Brickyard collaborators Dayton & Faris of Bob Industries, and features six :30 spots currently airing nationwide: "Mrs. Claus Ain't Got Nothing On Me," "You'll Never Find My Christmas," "Electronica Santa," "Power Cord Christmas," "Tiny Tree" and "Toy Jackpot."
The "All Things Merry" campaign illustrates various characters going about their holiday preparation with ease - decorating for a holiday party, stringing outdoor lights and wrapping children's presents - to promote Target as a one-stop-shop for the holidays. Brickyard designed and executed pre-visualization, color enhancements and additional finishing work for the campaign.
Central to Brickyard's work on the campaign was digitally replicating a super mom as she seemingly accomplishes ten things at once to prepare for the holidays in "Mrs. Claus Ain't Got Nothing On Me." Lead VFX artist Mandy Sorenson explains: "Our team helped map out this particular spot weeks in advance. We worked with Dayton & Faris to create a pre-visualization of the shot which helped us choreograph the multiple moms and determine the framing and camera movements to best tell the story. On set, the pre-visualization was used as a guideline for setting up the motion control, the moms' actions and the progression of the room's décor that was a continual build as the spot played."
In addition, Brickyard composited select shots in "Power Cord Christmas," a spot featuring a variety of Christmas lights adorning everything from a barn to a basketball hoop, as well as an epic shot of multiple lit Christmas trees along a waterfront. All effects work for the campaign was completed on Autodesk Flame, with pre-visualization on Autodesk Maya.
See spot here
Target "All Things Merry" Campaign
Spot Titles: Tiny Tree, Toy Jackpot, Mrs. Claus Ain't Got Nothing on Me, Power Cord Christmas, They'll Never Find My Christmas, Electronica Santa
Visual Effects: Brickyard VFX
Lead VFX Artist: Many Sorenson
VFX Artists: Patrick Poulatian, Chris Sonia
Shoot Supervision: Mandy Sorenson
Executive Producer: Jeff Blodgett
VFX Producer/Head of Production: Diana Young
Agency: Wieden + Kennedy
Creative Director: Rob Thompson & Don Shelford
Agency Producer: Kevin Diller
Copywriter: Dan Kroeger
Production Company: Bob Industries
Director: Jonathan Dayton / Valerie Faris
Director of Photography: Christophe Lanzenberg
Production Design/Art Direction: Victoria Morris
Executive Producer: T.K. Knowles, Chuck Ryant, John O'Grady
Producer: Bart Lipton
Editor: Tommy Harden
Colorist: Stefan Sonnenfeld