target holiday

Directed by Liam Elias & Sean Martin

Target® | Scholar

a world
of pure imagination.

Target isn’t just a store—it’s a feeling. And this holiday season, that feeling is pure, unfiltered wonder. With a swirl of festive red and white, we’re crafting a world where every gift is revealed like magic. The iconic Target holiday pattern isn’t just a backdrop, it’s alive, flowing, twirling, and guiding us through a hyperreal playground of deals and delights. Toys dance, music pulses, and every frame is infused with the joy of giving. This is more than holiday shopping, it’s an experience, a spectacle, a celebration of the season’s most magical moments.

“As a kid, I always dreamed of my toys coming to life. Not much has changed—I still get to play with them and bring them to life.”

— Liam Elias

blending cg
and live action

Our production seamlessly blends live-action and CGI, using a two-pronged approach for maximum efficiency and creativity. Motion-controlled camera rigs capture real toys with precision, while CGI extends the magic—bringing Target’s holiday pattern to life and enhancing product interactions. By starting CG modeling and live-action pre-production simultaneously, we refine pacing and tone early, ensuring a smooth fusion of both elements. This hybrid workflow allows us to choose the best technique for each shot, creating a visually stunning and cohesive final product.