Instant happiness comes in all shapes and colors. For the launch of Target's happiness-generating Red card, we showed consumers all the simple ways to save at Target, 5% at a time.
The ProcessFar from instant happiness is the craft of stop-motion animation. We designed all the scenes using an illustration style translated into a papercraft technique. We used a simple 2d and 3d Previz to establish our timing and scene durations. From there, we built all the props from construction paper and filmed the story in-camera frame by frame. Adding to the complexity was a hand model interacting with the props and motivating the animation.
The final assembly was all the still frames collected into a sequence, edited, and retouched. A charming film that connected with people, and was ultimately worth all the paper cuts endured by the team.
Creative DirectorDennis Go
DesignersMatthew HollisterLeta SobierajskiKaya OnoMatthew Lee