IT’S TODDLER TIME
Target created a digital multi-vendor campaign to help boost post-natal market share in three main age groups.
We had the opportunity to develop the concept for the 2 year milestone video.
As Art Director, I led a group of designers and copywriters in the video’s concept creation and storyboard development.
OPEN on a shot of TODDLER covered in paint running around her bedroom (or other living area) in a diaper with MOM close behind.
TODDLER knocks over blocks and pushes books off a table. Glitter shimmers in the air. The scene pauses at the most chaotic moment as a super appears.
CUT to TODDLER in a bath. MOM is squeezing a bottle of Aveeno Baby Wash and Shampoo into her hand.
CUT to her applying the wash to TODDLER’s hair. MOM styles the sudsy hair into a Troll-like peak.
TODDLER splashes happily, blowing bubbles into frame before we CUT to a wide shot of the kitchen.
We see MOM measure TODDLER’s height using a ruler taped to a wall. MOM holds her hand above TODDER’s head to indicate more room for growth.
TODDLER seats herself at a toddler-sized table. MOM pours a portion of Pediasure into a cup and hands it to TODDLER.
TODDLER drinks from the cup of Pediasure.
TODDLER finishes her Pediasure happily while smiling as MOM is in the background loading a diaper bag while drinking a coffee.
MOM easily opens stroller with one hand. A car seat sits in the background. CUT to TODDLER climbing into the Graco stroller by herself. MOM buckles up TODDLER.
CUT to wide shot of the front door from the outside as it opens. MOM and TODDLER confidently stroll out.
MOM smiles and puts on sunglasses while TODDLER puts on her own pair of funky sunglasses.
CUT to an end card that shows all three key products in the kitchen setting next to a Target shopping bag, with a final super and Bullseye.
ANNOUNCER (VO)
At age two, your routine moves even faster. Target has everything you’ll want, so you can keep up while enjoying every minute of toddler time.
Video
CREDIT