Behind the Scenes of Phillip Lim’s Target Ad Campaign
In a city like New York, where there are a hundred things happening at any given moment, it’s surprisingly easy to miss things—the last L train, restaurant openings, the dry cleaners before closing, people.
Fittingly, the 3.1 Phillip Lim for Target ad campaign was filmed in “The City That Never Sleeps” and explores the idea of missed connections. Robin Derrick, creative director, Spring Studios, explains the inspiration behind the campaign, which tells the story of a boy and a girl who lead bustling, parallel lives and keep missing opportunities to meet (and fall in love, of course). Spoiler alert: They finally cross paths, and when they do, it’s magic—just like the collaboration itself.
The official Target blog “A Bullseye View” went behind the scenes to get the full story. Below, Robin explains how the action came to life.
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Christopher Durham is the president and founding partner of the retail and Private Brand consultancy Folio28. He is a consultant, strategist and retailer with close to 20 years of real-world retail and corporate experience, creating, launching and building billion dollar Private Brands.