NEW YORK, NY — Imaginative and complex with more than a hint of playfulness, composer Michael Picton of music/sound design house Expansion Team scored Targetâ€™s new TV/outdoor ad â€œArt Interactsâ€? (:30), part of Targetâ€™s â€œArt for Allâ€? initiative. The spot broke during the Golden Globe Awards on NBC January 11, and is on display at the LA Live, Los Angeles, and Victory Park, Dallas entertainment event centers. The spot was created by agency Catalyst, Minneapolis, MN, and directed by design studio Eyeball, New York.
The iconic Target bullâ€™s-eye is the star of â€˜Art Interacts,â€™ opening a portal to a world of never-ending activity. In it individual Target logos reveal animated, silhouetted figures performing athletic and artistic feats, choreographed perfectly to Pictonâ€™s circus-inspired score. The spot ends like it began â€“ with the camera pulling back to reveal the red Target logo comprised of circus imagery, save for a lone trapeze artist who lands gracefully as the final note is played.
â€œI wanted to fill up the score with as much as sound as I could,â€? Picton said. â€œI added a lot of details and quirky elements, taking it just to the edge of a cacophony. The challenge was to keep the structure coherent with all of these elements. The other was the final mix. The music is full of details so we had to balance the mix properly so all of it could be heard in the outdoor environment.â€?
Interestingly, Picton has a long history of working with circus music, first as an orchestrator and touring musician for several Cirque Du Soleil productions, as orchestrator of the show La Reve at Wynn, Las Vegas, and most recently as composer for Ringling Brothers Barnum & Baileyâ€™s 2007 big top extravaganza.
Expansion Teamâ€™s founder and creative director Alex Moulton adds that working with brands such as Target – who have a clearly defined brand – can be liberating. â€œTarget isnâ€™t just comfortable with experimentation, they welcome it,â€? Moulton explained. â€œThis was especially true with a project like this, which is more akin to an art piece then a goal-specific commercial.â€?
About Expansion Team:
Expansion Team redefines how music can be created for today’s media by building a bridge between the recording, TV, film and advertising industries. They know the importance of a successful brand message and focus on creating impassioned brand aficionados. Led by founder and creative director Alex Moulton and executive producer April Jaffe, Expansion Team is supported by an exceptional roster of talent; an international collective of award-winning producers, songwriters, DJs and remixers. Because they work in studios around the world, an additional network of top session players and vocalists have become part of their growing family. For more information check out: http://www.expansionteam.org
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Group Creative Manager: Connie Soteropulosl
Group Manager, Media Production: Mark Bennett
Project: â€œArt Interactsâ€? — :30 TV/outdoor ad
Airdate: Jan. 11 â€“ during the Golden Globes Awards
Agency: Catalyst Studios, Minneapolis, MN
Director of Client Services: Betsy Treinen
Creative Director: Shannon Pettini
Art Director: Jennifer O’Brien
Freelance Broadcast Producer: Barth Ward
Music/Sound Design: Expansion Team, New York
Creative Director: Alex Moulton
Composer: Michael Picton
Executive Producer: April Jaffe
Design/Visual Effects: Eyeball, New York
Chief Creative: Limore Shur
Creative Director: Jory Hull
Executive Producer: Mike Sulloâ€¨