By Tony Mills
Visual FX Supervisor
Flame & Smoke artist
In the spring of 2006 Peterson Milla Hooks sent Fischer Edit/FX concept boards for a campaign for their client, Target. In the boards, Target’s vendor’s brands were featured in enormous towers of products and people. The spots were visualized as a slow camera move up, revealing a complex balanced arrangement ending with the Target logo at the top of the stack.
Director Randy Roberts (at that time with Sticks & Stones) was chosen to helm the spots and actually had a commercial demonstrating the technique on his reel. Ultimately Fischer FX completed five of the spots in the campaign with Brett Astor and Tim Taylor providing creative editorial.
Although the creative challenges were many: including implementation of CG and lots of rotoscoping. The results were impressive and stood out as some of the most distinctive spots on television that year. They went on to be recognized at the Minneapolis AdFed show as “Best Campaign”.
The following clip is an example of how I tackled one of the many vendor vignettes in these signature spots. Using Autodesk Flame & Smoke to implement the magic and seamlessly integrate the filmed elements.
“More For Less” Target commercial from Fischer Edit on Vimeo.