TARGET moving fast

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 SPEED
OF WONDER

Capturing that unmistakable rush of the season, that feeling where everything is happening at once, but somehow it all feels joyful and intentional. We had a world filled with motion, Yeti charging through snow, the mice scrambling with purpose, gifts flying past camera, and the challenge was making sure every frame still felt designed, not overwhelming. I kept thinking about how the holidays feel when you’re in it, fast, a little magical, but full of moments you don’t want to miss.

So we approached it like a series of fleeting memories, letting certain beats stretch just enough to land. Snow compressing under weight, fur catching those warm holiday highlights, a gift spinning perfectly through frame before it’s gone. It gave us this rhythm that felt alive, almost like the spot was breathing. The goal was to make the speed feel exciting, not chaotic, and to hold onto just enough detail so each moment feels worth it. It’s fast, it’s warm, and it carries that sense of wonder you only really get this time of year.