Target's designers were looking for inspiration for their new Fall collection. They visited the Hamilton Wood Type Museum to explore the largely undiscovered vintage wood type archives. This presented a unique opportunity to create a compelling story about Target and the nature of authenticity. This film was shared across social media channels, creating such a buzz that Target evolved the concept into an integrated campaign and the Vintage Varsity collection found its way onto billboards, print media and television.

Client: AKQA / Target

Role: Production / Director / 2nd Camera