Target Kaleidoscope Fashion Spectacular
Target’s Kaleidoscope Fashion Spectacular, run on the side of the Standard Hotel in New York in 2010, has won Gold at The One Show 2011. The light and fashion extravaganza, featuring 66 dancers, was played out in the windows of 156 rooms with 44,640 LED bulbs, and original music from Sam Spiegel. On the street below models wore new autumn fashion from Target outfitters including Mossimo, Merona, Converse and Liz Lange.
The show was designed to entertain the masses and was viewable from the southern entrance of the High Line Park. The 20-minute performance was accompanied by an original soundtrack by Squeak E. Clean, aka Sam Spiegel, performed by a 30-piece orchestra and 10-person chorus. Viewers who could see the show but were not close enough to hear the music could call into a special number (866-500-5046) for the audio.
Click on the image below to play the 5:37 minute Standard Hotel video in YouTube
Click on the image below to play the 20 minute Target Kaleidoscope Fashion Spectacular video in YouTube
For those not in the vicinity, or New York for that matter, Target also featured the event on its Facebook page, with online teaser videos, an embedded Twitter application, and a photo gallery to share fashion pics and four live streams of the event, enabling a guest to select his or her view. After the event, the experience showcased each featured look from the show with links to an online shopping site.
Launched on August 18, 2010, the show unfortunately coincided with breaking news of Target’s $150,000 contribution to Minnesota Forward, a political action committee that supports Minnesota Republican Tom Emmer, an opponent of gay marriage and gay rights. The Spectacular campaign was included in TED’s Ads Worth Spreading.
The Target Kaleidoscope Fashion Spectacular was developed at Mother New York.
Filming was shot by director Legs Media. Animation was produced at Eight VFX by lead animator Michael Figge, Amalia Luyet-McMahan and Joe Chiao, executive producer Baptiste Andrieux, producer Marsi Frey.
Music was produced by Sam Spiegel, Squeak E. Clean Productions.
The Facebook site was produced at Olson