Two videos?long on artistry and subtle on sell?were created by Digital Kitchen for Target stores for display on the world’s first outdoor digital arts gallery, in the heart of Dallas Victory Park, an acclaimed $3 billion urban development.
Target’s imaging and branding are elements in something much more memorable and effective than any traditional advertising campaign.
The video pair plays on eight hi-res outdoor LED screens that are a permanent part of the Victory Park installation.
Complete with hi-fi sound and theatrical lighting, the screens move along horizontal tracks and can be combined to form 31-ft. high and 53-ft. wide “super screens.”
Catalyst, Target’s Minneapolis agency, chose Digital Kitchen over three competitive firms. The project began in October with a concept presentation to Catalyst and the videos were completed in early January.
