TARGET: THE GRAMMYs
For their 5th year advertising on The GRAMMYs, Target wanted to contribute to music culture, not just interrupt it.
We accepted that challenge and created the official music video for Zedd and Maren Morris' hit single "The Middle" and debuted it to 19.8 million viewers on music's biggest night.
We teamed up with music video pioneer (and fellow GRAMMY winner) Dave Meyers to create a jaw-dropping spectacle worthy of 3-minutes of GRAMMYs airtime.
Our ensemble of performers included dance stars WilldaBeast, Janelle Ginestra, Jade Chynoweth and influencer Lele Pons. Legendary choreographer HiHat turned it all the way up, taking the piece to another level.
“Who ever the creative director was at the ad agency who commissioned ‘The Middle’? That person should get a GRAMMY.”
The music video hit #4 on Youtube Trending and currently has 97 million views, making it Target's most viewed GRAMMYs performance ever. And it was nominated for two GRAMMYs the next year.
“Many songs have topped both radio and streaming charts, but what really makes "The Middle" a new model for pop hits is its omnipresent use in Target's spring ad campaign. (Note: It actually took me a minute to realize how "The Middle" pairs nicely with Target's logo.) ”
— Forbes