“Every colour you can dream.” These are the playful words that punctuate the new Target Colour Campaign that has been launched out of Australia. Sydney-based director Dael Oates has created a surreal dreamscape of colour that follows a young woman through the many shades of her imagination.
This video is a beautiful and fun look at the ways in which colour, design, and art can express our brightest hopes, as well as our darkest moments. Using low-fi stop-animation, Oates transforms images of colour before our very eyes.
The ad campaign may be selling clothing, but it has tapped into the very powerful element of colour. I don’t know if I want to go shopping, or wrap myself in rainbow blankets and go dancing on the moon. Maybe we can do both.
Oates visually represents the dreams with a colourful array of Target clothing and linen – each item serving as a prop, but not necessarily as it would traditionally be used. For instance a sheet as a kite and pillows as clouds. The resulting piece delicately flows between a colourful, dreamlike journey and animated visual magic.
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