Target "Trick & Treat"

Target is the kind of brand that knows how to do holidays, especially Halloween. Their in store installations are always the perfect balance of a strong design hand and a bit of lighthearted playfulness.

This year was no different. With the help of Lab Partners, they created some excellent illustrations, that The Mill was then given the opportunity to bring to life. The main inspiration behind both the live action shoot and the animated pieces was a feeling of set pieces from a theatrical play.

We tried to keep a very clear vision of what would work on a stage, how it would look, and how it would move. If an element would slide horizontally, we tried to think of what kind of system that would use, and then what would be the corresponding motion.