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. We thought this presented a unique opportunity to create a compelling story about Target and the nature of authenticity. We suggested making a film about the visit which would play across Target's social media channels and create some buzz about the upcoming collection.
The interest generated by the film was so great that Target decided to implement a comprehensive campaign promoting the concept and collection - and the Vintage Varsity collection found its way onto billboards, print media and television.