Catalyst Studios Brings to Life 50 Years of Alvin Ailey in Target’s ‘Art for All’ Campaign
Artistic legacy captured in stunning short film conceived by Target’s Agency
To screen the short, go to: http://catalyststudios.com/artforall/artcelebrates.html.
“The ‘Art for All’ campaign brings art in all its forms to the public in the most delightful, unexpected and entertaining of ways,” says
While a version of Art Celebrates will be crafted as a broadcast TV spot, the project was originally conceived as a video installation playing on multiple screens of varying sizes in huge entertainment venues.
Each of the installations – “Art Celebrates” included – merges different, sometimes disparate art forms with the iconic Target bullseye. At the same time, adds Treinen, it was crucial that each piece didn’t feel like a broadcast spot. “Target wanted ‘Art for All’ to feel like the brand in a commercial sense, but not be a TV commercial. I think even they were surprised by how the process of undertaking these installations ended up reinventing, refreshing and renewing the entire brand and opening their eyes as to where the brand could go.”
“Catalyst wanted to embrace the legacy of
“We see projects like this as examples of a new paradigm in creative collaboration between companies like Catalyst and our studio,” says Shur. “The level of trust here was impressive. I think as brands and media companies seek new ways to engage audiences in a more visually dynamic and interactive experience, they’re increasingly going to look to strategic and creative partnerships like this one for new ways of delivering content.”
The “Art Celebrates” installation launched in
Credits for "Art Expands" Client: Target Agency: Catalyst Production: Eyeball Music Composition/Sound Design: Rumble
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