Radium Creates Fresh Design for Target's Global Bazaar

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Digital studio Radium, San Francisco/Santa Monica/Dallas gives us an exquisitely designed :30 "Natural Beauty," for Target's Annual Global Bazaar, out of Peterson, Milla, Hooks, Minneapolis, MN, and edited out of Radium's San Francisco-based editorial division, Radium Edit.

Digital studio Radium, San Francisco/Santa Monica/Dallas gives us an exquisitely designed :30 "Natural Beauty," for Target's Annual Global Bazaar, out of Peterson, Milla, Hooks, Minneapolis, MN, and edited out of Radium's San Francisco-based editorial division, Radium Edit. The spot showcases the collaboration of Radium's creative team -- including Creative Director Tuesday McGowan, Lead Artist Simon Mowbray, Inferno artist Joe Censoplano, Lead CG Artist Dariush Derakhshani -- with creative editorial by Lead Editor Alan Chimenti; "Natural Beauty" demonstrates how exotic locations and their natural attributes inspire Target's new home line, Global Bazaar, which features over 1000 items from 23 countries.

Radium utilized a variety of hybrid techniques: live action on green screen, 3D architectural matte paintings indicating minimalist skylights, windows and a CG pool with stylized water and filmic imagery of flowers and foliage. Each scene is carefully color-coded cleverly displaying Global Bazaar products with the beautiful hues found in nature.

The spot opens on a skylight, into which morning sunshine pours. An elegant vase welcomes the sun, as its flowers bloom and shift towards the bright rays. Now inside a white-washed minimalist space, a woman holds a wire leaf basket up to a tree as it sheds its verdant leaves. The scene then soars above a pool and up into a framed image of Mount Fuji. Flowers bloom into frames, spheres superimpose over sand dunes that transition to trendy throw pillow patterns, Asian-themed vases magically appear as do star-shaped candle holders.

The closing scene features a combination of stop motion and creative compositing. We see a practical white set, a living room. A sequence of Target products build-on before our eyes, as a woman showcases Target's new global-themed furniture. The scene cuts to a white screen and the Global Bazaar/Target logos accompanied by voiceover, "Great finds from around the world. For a limited time."

About Radium
Radium (http://www.radium.com) is a collective of three digitally-linked artist driven studios in Santa Monica, San Francisco and Dallas, with over 150 working artists. Radium's culture unites the efforts of designers, directors, artists, animators, producers, and filmmakers with a visual FX pedigree to support them, who work collaboratively to create commercials, music videos, short films and other creative content. We explore ideas and develop methods based on these disciplines.

Radium's focus is on design-driven storytelling. We handle all aspects of production from concept to finish. Based in San Francisco, Santa Monica, and Dallas, the studio is a highly collaborative environment. Alongside our studio partner, ReelFX, we believe in a multidisciplinary approach to live action, design and animation.

Credits:
Client: Target Global Bazaar
Title: "Natural Beauty" :30
Airdate: January 6, 2008
VFX/Design Company: Radium, San Francisco/Santa Monica/Dallas
Radium Creative Director: Tuesday McGowan, Jonathan Keeton
Radium VP Head of Production: Carey Crosby
Radium Exec Producer: Jeff Blodgett
Radium Producer: Chris Whitney
Lead Artist: Simon Mowbray
Inferno Artist: Joe Censoplano
Lead CG Artist: Dariush Derakhshani
Sr Designer: Ty Bardi
Designer: Brady Baltezore
CG Artist: Marcus Stokes
Matte Painter: Kent Matheson
Advertising Agency: Peterson, Milla, Hooks, Minneapolis, MN
Creative Directors: Dave Peterson, Bethany Nagy
Agency Producer: Jim Haight
Agency Exec Producer: Gary Tassone
Production Company: A Very Small Office, NY
Director: Mikon van Gastel
ProdCo Producer: Jon Dino
ProdCo Sr Producer: Joanna Fillie
ProdCo Exec Producer: Saffron Case
Editorial Company: Radium Edit, San Francisco
Editor: Alan Chimenti
Asst Editor: Dafna Kory
Music Company: Modern Music, Minneapolis, MN

For Details, Contact:     Virginia Scripps, Kim Orchen Cooper
Press Kitchen (310) 392-6682

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Virginia Scripps
Radium
310-392-6682
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