Whitehouse Post Helps Highlight Target’s Stylish Side with Vivid ‘Vibes’ Campaign

Editorial company Whitehouse Post has teamed up with agency Mother to showcase Target’s stylistic sensibilities through a series of lively, colorful vignettes and pop culture nods in a new campaign focused on the “Vibes” that the retail giant exudes.

Whitehouse Post editor Kate Owen, in collaboration with director Lacey and the Mother creative team, taps into the social age by seamlessly melding images inspired by GIF-like imagery with a deft wink at trends like Barbie and Lil Bub. “Vibes” tells an overarching tale of Target’s clothing and beauty lines in a campaign filled with stop-frame animation and multi-layered scenes that would usually be viewed in a scrolling feed. Leveraging Lacey’s footage, Owen began by editing each scene traditionally and then went back to recut each one as if it were a social media post complete with speed techniques, loops and skips.

“The process of placing these unlimited combinations of standalone scenes with strong visuals, styles, edits, and actions was really important,” Owen explains. “The edit had to work on visual, emotional, stylistic and humorous levels, but it also had to flow well from scene to scene and feel like a cohesive well-crafted edit.”

Downloads:

Credits:

Whitehouse
Editor: Kate Owen
Asst Editor: Cole Koesterer
Senior Producer: Melanie Klein
EP: Lauren Hertzberg

Carbon VFX
Pre Viz Design Director:Leo Nguyen
Producer:Briana Brackett

Agency: Mother
Partner/ECD: Michael Ian Kaye
Creative: Chris Shipman
Creative: Mathieu Zarbatany
Creative: Alejandra Garibay
EP: Travis Quinn
Producer: Molly McLafferty
Producer: Bronwen Lonsdale

Post Production House: The Mill
Executive Producer: (The Mill) Sallyann Houghton
Producer: (The Mill) Anna Borysewicz
2nd Lead Colour Artist: (The Mill) Anne Trotman
Colourist: (The Mill) Mikey Rossiter
2D Artists: Sam Caine, Nikcy Picardo, Jami Ross, Jeff Robbins, Taner Besen
Designer Lead Artist: (The Mill) Oliver Davies
After Effects Previs: Leo Nguyen (Carbon VFX)

Production Company: aWhitelabelproduct
Director: Lacey

About Whitehouse Post:

Whitehouse Post believes in the art and craft of editorial storytelling built in a creative and supportive environment. Central to this philosophy is an emphasis on nurturing the best young talent into excellent storytellers who consider the importance of visuals, music and sound working together. Production and finishing partnerships with sister companies Cap Gun Collective and Carbon VFX, as well as with design-driven production company Gentleman Scholar, further cement Whitehouse Post as an invaluable creative resource for its clients. The studio’s deep reel of notable spots for high-profile brands and work on feature films and documentaries have earned hundreds of honors from AICP, BTAA, D&AD, Clio, and Cannes.