TARGET CYBER MONDAY

Directed by Liam Elias

Target® | Scholar

the story

What began as a simple brief quickly snowballed into a full-scale universe, one powered with heart, humor, and a healthy dose of wonder. Scholar’s largest holiday campaign. Step inside and you will find the blueprint of how our team dreamed, crafted, and animated a world where a fluffy Yeti, three mischievous Mice, and one fearless Gingerbread bring holiday magic to life.

Scholar set out to build a world worth believing in, and our team answered with craft, precision, intention and imagination. Every gesture, sparkle, and burst of personality was designed to make these characters feel authentic, charming and alive. Welcome to the Target Holiday World.

THE BLINK
OF A DEAL

Oh… that split-second decision energy, the scroll, the tap, the did I just get that? feeling. Everything moves fast, deals appear and disappear, and there’s this underlying tension of not wanting to miss out. We didn’t want the spot to feel frantic or stressful though, it had to stay fun, rewarding, and unmistakably Target. So we treated the world like it was reacting in real time to each choice, almost like every tap sends a ripple through the environment.