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Target Live Commercial: How to Hijack the Grammys

Created the first LIVE commercial on TV. A surprise 4-minute branded performance by Imagine Dragons during a full commercial pod on the Grammys. The work seamlessly integrated Target into the award show (with no sponsorship) and blurred the lines between programming and advertising. Awards: 2016 Effie, Bronze, Branded Content 2016, Effie, Silver, Media Innovation 2016 Effie, Bronze, Media Idea 2016, EX Awards, Gold, Best Entertainment Activation

Project Roles
Art Director, Creative Director
Art Direction, Creative Direction, Experiential, Live Action, Social
Branded Content, Commercials - Broadcast, Social Media Content
Project Industries
Advertising, Entertainment, Music
Target Live Commercial: How to Hijack the Grammys