Target goes 3D to promote its annual toy sale

Iloura partnered with advertising agency The Campaign Palace and Target, to fashion a cutting-edge campaign for Target’s annual Biggest Toy Sale 2010, creating the first fully realised CG stereoscopic commercial made in Australia.  The team, headed by senior animator/director Octavio De Lellis worked for two and a half months to create the famous Target rondels in “stereo”.

In the spot, a quirky group of Target roundels are working busily in their toy factory to put the finishing touches on an iconic countdown machine, in anticipation of opening Australia’s 

Biggest Toy Sale. 

“Working on Target was a whole lot fun. The team and I had been hankering to 

execute a 3D/Stereo spot and working on Target Biggest Toy Sale campaign was a 

great first. Everyone involved had a great attitude and enthusiasm, which made me 

feel like I was a kid in a…toy shop! I am very happy with the spot,” says Octavio De 

Lellis, senior animator/director, Iloura. 

Iloura has been working with The Campaign Palace on CGI Target creative 

intensively for the past year. With the emerging success of 3D at the box office, 

Target and The Campaign Palace together believed that it was an exciting medium 

worth exploring. Iloura was already undertaking significant R&D in stereoscopy and 

was awarded the VFX parcel on Australia’s first drama stereoscopic feature film 

James Cameron’s Sanctum (due for release later this year).  

“Stereoscopy brings with it a whole new process that needs to be carefully 

considered. Shot layout and content needs to be scrutinised throughout the process 

to ensure the smooth transition from one shot to another. Being one of the first 

Australian companies to execute broadcast quality digital “stereo” work, there was a 

degree of R&D required during production,” says Simon Rosenthal, executive 

producer, Iloura. 

‘Working in stereoscopy was a first for us and our client was very open to the 

requirements needed to complete this high-end 3D commercial. We are thrilled with 

the result and our client is continually impressed with the team at Iloura,’ said 

Fiona Gillies, Head of TV, The Campaign Palace, Melbourne. 

The team finished 1 x 30 second stereoscopic spot for cinema and 2 x 30 second and 

2 x 15 second 2D spots for television. The spots are part of a totally integrated campaign the agency developed for Target, which covers outdoor, print, catalogue, television and cinema.