Target | Outdoor Living

TARGET | OUTDOOR LIVING

Normally, Target would have shot their outdoor living campaign on location. But everything had just shut down due to the pandemic, so for the first time ever, Target created an entire campaign with 3D. We flipped the script on production and scaled pre-existing 3D processes to meet our needs.

I hired new roles to support the work, led collaborative partnerships, and created new best practices, all while saving costs and reducing waste.

Not only did we accomplish what we set out to do pre-pandemic—help guests create an outdoor oasis, whatever their style and space—but we pivoted quickly on a large body of work and paved the way for 3D in future campaigns.

The pages above are a peek into one of our pre-production decks with detailed notes about the 3D scenes needed to support the product. I hired additional roles to help the Art Directors and 3D artists build scenes, including a landscape architect, stylists, photographer, and retoucher.

This was also the first time my team had created video using 3D. From previous digital campaigns, we knew motion was important in helping customers understand product functionality. Here, it also gives an intimate and immersive invitation into the page.

In the end, we created a total of nine spaces: Six that each featured a different aesthetic, plus three focused on small spaces highlighting patios, balconies, and porches.

For contrast, below are examples of traditional, on-location and studio photography from previous outdoor living campaigns where I led my team through collaboration, reviews, shoots, production, and launches.