Expansion Team Captures Surreal Circus Vibe For Ta

NEW YORK, NY — Imaginative and complex with more than a hint of playfulness, composer Michael Picton of music/sound design house Expansion Team scored Target’s new TV/outdoor ad “Art Interacts” (:30), part of Target’s “Art for All” initiative. The spot broke during the Golden Globe Awards on NBC January 11, and is on display at the LA Live, Los Angeles, and Victory Park, Dallas entertainment event centers. The spot was created by agency Catalyst, Minneapolis, MN, and directed by design studio Eyeball, New York.

The iconic Target bull’s-eye is the star of ‘Art Interacts,’ opening a portal to a world of never-ending activity. In it individual Target logos reveal animated, silhouetted figures performing athletic and artistic feats, choreographed perfectly to Picton’s circus-inspired score. The spot ends like it began – with the camera pulling back to reveal the red Target logo comprised of circus imagery, save for a lone trapeze artist who lands gracefully as the final note is played.

“I wanted to fill up the score with as much as sound as I could,” Picton said. “I added a lot of details and quirky elements, taking it just to the edge of a cacophony. The challenge was to keep the structure coherent with all of these elements. The other was the final mix. The music is full of details so we had to balance the mix properly so all of it could be heard in the outdoor environment.”

Interestingly, Picton has a long history of working with circus music, first as an orchestrator and touring musician for several Cirque Du Soleil productions, as orchestrator of the show La Reve at Wynn, Las Vegas, and most recently as composer for Ringling Brothers Barnum & Bailey’s 2007 big top extravaganza.

Expansion Team’s founder and creative director Alex Moulton adds that working with brands such as Target – who have a clearly defined brand – can be liberating. “Target isn’t just comfortable with experimentation,Wholesale Gucci, they welcome it,” Moulton explained. “This was especially true with a project like this, which is more akin to an art piece then a goal-specific commercial.”

About Expansion Team:

Expansion Team redefines how music can be created for today’s media by building a bridge between the recording, TV, film and advertising industries. They know the importance of a successful brand message and focus on creating impassioned brand aficionados. Led by founder and creative director Alex Moulton and executive producer April Jaffe, Expansion Team is supported by an exceptional roster of talent; an international collective of award-winning producers,replica sunglass, songwriters, DJs and remixers. Because they work in studios around the world, an additional network of top session players and vocalists have become part of their growing family. For more information check out: http://www.expansionteam.org

Web Resources:

Click here to see “Art Interacts”:

http://www.expansionteam.org/website.html

Click here for more info about Expansion Team:

http://www.expansionteam.org

Click here for more info about Catalyst Studios:

http://www.catalyststudios.com/

Creative Credits:

Client: Target

Group Creative Manager: Connie Soteropulosl

Group Manager, Media Production: Mark Bennett

Project: “Art Interacts” — :30 TV/outdoor ad

Airdate: Jan. 11 – during the Golden Globes Awards

Agency: Catalyst Studios, Minneapolis, MN

Director of Client Services: Betsy Treinen

Creative Director: Shannon Pettini

Art Director: Jennifer O’Brien

Freelance Broadcast Producer: Barth Ward

Music/Sound Design: Expansion Team, New York

Creative Director: Alex Moulton

Composer: Michael Picton

Executive Producer: April Jaffe

Design/Visual Effects: Eyeball, New York

Chief Creative: Limore Shur

Creative Director: Jory Hull

Executive Producer: Mike Sullo?