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Creative

Whitehouse Post Cuts Good Vibes for Target's Stylish GIF-inspired Spot

Whitehouse Post - New York, 2 months, 1 week ago

Editor Kate Owen teams with director Lacey and the Mother creative team for new campaign

Whitehouse Post Cuts Good Vibes for Target's Stylish GIF-inspired Spot

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.”

Creative Agency

Executive Creative Director: Michael Ian Kaye

Executive Producer: Travis Quinn

Producer: Molly McLafferty, Bronwen Lonsdale

Creative Agency: Mother

Creatives: Chris Shipman, Mathieu Zarbatany, Alejandra Garibay

Offline

Senior Producer: Melanie Klein

Executive Producer: Lauren Hertzberg

Editor: Kate Owen

Edit Company: Whitehouse

Edit Assistant: Cole Koesterer

Post Production / VFX

Producer: Anna Borysewicz

Pre-Viz: Leo Nguyen (Carbon VFX)

Post Production House: The Mill

Executive Producer: Sallyann Houghton

Designer: Oliver Davies

Colourist: Mikey Rossiter

2D Lead Artists: Anne Trotman

2D Artists: Sam Caine, Nikcy Picardo, Jami Ross, Jeff Robbins, Taner Besen

Production Company

Production Company: aWhitelabelproduct

Director: Lacey

Category: Retail and restaurants , Retail stores

Genre: Editing , Visual VFX