2 MN Cos. Behind Target’s New “Shoppable” Short Film

The 12-minute-long romantic comedy—which will showcase more than 100 of the retailer’s home, beauty, and fashion items—was produced by local digital agency Space150 and executed by local ad agency Olson.

Target Corporation is taking product placement to a new level with a “shoppable” film that was created with the help of two local companies.
 
The online-only short film, called “Falling for You,” is a romantic comedy that’s 12 minutes long and will be delivered in three installments. The first will make its debut Tuesday, and subsequent episodes will be available October 4 and 9.
 
The episodes will showcase more than 100 home, beauty, and fashion items that Minneapolis-based Target is promoting for the fall season, according to Target spokesman Evan Miller. Items featured in the video will appear in a sidebar on the right side of the screen—and viewers can click on a heart icon to buy an item, or they can post comments about an item to social media sites Facebook, Twitter, and Pinterest.

The video was produced by Minneapolis-based digital agency Space150, which also helped Target come up with the concept for the shoppable component, Miller said. Minneapolis-based ad agency Olson, meanwhile, executed the video and helped build the shoppable capabilities.
 
Miller told Twin Cities Business that unlike most shoppable videos, which pause and take viewers to another screen when they click on an item to purchase, “this is the first time a film is uninterrupted by interacting with items you see.”
 
The film stars well-known actors Kristen Bell, Nia Long, and Zachary Abel—and it was directed by Phil Abraham, who has worked on both The Sopranos and Mad Men.
 
It tells the story of two Target employees who flirt and are competing with each other to plan a fall fashion event in New York City, Miller said. Although the storyline is fictional, the fashion event is real—and the actors will be at the October 10 live event, which viewers can watch online.
 
“Target is always known for doing these extravagant events,” Miller said. “We wanted to find a way to do a prequel to this large event.”
 
He added, “We always like to keep our guests surprised and change things up,” and said Target aims to be “on top of or ahead or the newest technology.”
 
Target is Minnesota's second-largest public company based on revenue, which totaled $68.5 billion in the fiscal year that ended in January. The company has 1,772 stores nationwide, and it’s expanding to Canada next year.