Target x stranger things

The Concept
Cement Target’s place in pop culture by authentically integrating the brand into the IP of Stranger Things with humor, horror, foreshadowing, and easter eggs.

We chose to use cult-favorite characters instead of top-line stars to differentiate our creative and to signal our “real fan”bona fides.

The Execution
A 1987 Target set was constructed with the help of Target’s corporate archive to achieve maximum authenticity.

Actors Joe Chrest (Ted Wheeler) and Matty Cardarople (Keith) reprise their show roles.

The production from hungryman and post-production from Rodeo FX was full of creatives who had worked on the IP with Netflix previously, enabling our work to have the same look and feel as the show.

Beyond the video, this was a full-spectrum campaign, from House of R podcast integration to digital and out-of-home to a one-of-a-kind shopping experience on Target.com and the Target app.

The Team
ACD: Kyle Gustafson
AD: Rioko Sponslier
AD: Thomas Newman
Digital AD: Marie Bushbaum
Creative Strategist: Leo Rodriguez
Creative Producer: Kristin Shaack
Copywriter: Danielle Dweck
Copywriter: Karl Wahoske
Production: hungryman
Director: Dan Opsal
DP: Caleb Heymann
Post-Production: Rodeo FX