target kids got style
For Target's Back-to-School campaign we partnered with the most influential voices in kid style – real kids. And we chose a place where moms were naturally posting pictures of their kids' Back-to-School style – Instagram (who had just launched their video feature).
For 5 days, moms shared pictures of their kids with #KidsGotStyle in hopes of receiving a ‘Styleagram’ back in return. Real-time, we selected the winners and created bespoke Instagram videos celebrating kids' unique styles. We responded to every submission -- with a personalized comment or a like. All stop motion videos were shot organically within the Instagram app, one frame at a time, with sound effects and music created in tandem. This was, of course, before you could edit Instagram videos, so everything you see is 100% organic, unprepped and un-edited. And we were the first brand to do it!
THE VIDEOS
BEHIND THE SCENES
ROLE: Senior Content Producer
AGENCY: 72andSunny
PHOTOGRAPHER: Scott Darling
SET DESIGN: Amy Chin