The Campaign Palace, Melbourne selected PRODIGY director Dael Oates, to take viewers on a colourful journey through the dreams of a young girl and woman in the new Target Every Colour You Can Dream campaign, which includes a 30- and 60-second version airing from Aug. 2, 2009. The animated commercials create playful sequences reminiscent of our own dreams from floating through clouds to swimming in water and flying behind a kite. Oates visually represents the dreams with a colourful array of Target clothing and linen each item serving as a prop, but not necessarily as it would traditionally be used. For instance a sheet as a kite and pillows as clouds. The resulting piece delicately flows between a colourful, dreamlike journey and animated visual magic. Oates extensive animation experience came into play during production with use of low-fi, stop-animation a series of still shots from above, each one having to be just slightly different from the next while showing a smooth transition of frames. The story is told this way as the aerial landscapes transform into new surroundings and environments within their dreams. Oates described the intense production and six-day shoot as physically challenging, having to place actors and props very specifically on the 6m x 4m canvas to get the perfect shot for each 45-second frame. Then, having to move everything just enough in a very short period of time so no movements are skipped or forgotten.
Product: Target Colour 2009 Client: Target (Brent Liebenberg) Agency: The Campaign Palace, Melbourne Creative Directors: Gerhard Myburgh Creative: Jacqui Paterson Production Company: PRODIGY Creative: Jessica Harold Director: Dael Oates TV Production: Fiona Gillies Exec Producer: Jonathan Samway Account Management: Jayne Driver DOP: Peter Eastgate Account Management: Georgie Brown Animator Designer: Matt Boug Account Management: Laura Bathurst Animators: Lewis Morley Marketing Analyst: Belinda Symes Brian Carlin Marketing Analyst: Marianne Kevric Post Production: Animal Logic Duration: 1 x 30" 1 x 60"via www.coloribus.com