Shot on Sydney’s rugged southern coast, Target’s new season activewear campaign via AJF Partnership celebrates the energy we feel when we get out of the gym and into the elements.
The raw power of the sun, wind and waves are not only reflected in the designs, but also the quality of the new range.
Says Kenton Elliot, general manager, marketing, Target: “At Target, we’re proud to have released an amazing new collection of Activewear, designed to stand up to Australian conditions.”
Scored by Kevin Morby’s hauntingly beautiful track, Harlem River, the campaign will run in multiple media channels including TV, gym screens, OOH and social media.
Says Josh Stephens, executive creative director, AJF Partnership: “We hope the Natural Forces campaign inspires people – not only to enjoy working out, but to enjoy being in the outdoors too.”
The campaign was created by AJF Partnership, a GrowthOps Business, and directed by Sophia Banks at FINCH, with media planning and buying by OMD.
Client: Target Australia
General Manager, Marketing: Kenton Elliot
Head of Brand Communication and Customer Experience: Nicole Gillard
Head of Creative and Brand Design: Nunzio Miano
Brand Marketing Manager: Laurelle Esse
Campaign Manager: Lauren Conte
Agency: AJF Partnership, a GrowthOps Business
Executive Creative Director: Josh Stephens
Head of Strategy: Jacqueline Witts
Group Account Director: Emily Pockley
Creative Director: Georgia Arnott
Senior Copywriter: Melanie Stevens
Senior Account Director: Tess Porter
Senior TV Producer: Liesel Haug
Art Director: Jess van de Vlierd
Account Manager: Lucy Bell
Strategic Planner: Hayley Read
Director: Sophia Banks
Producer: Kate Menzies
Media planning and buying: OMD