Target Prince ‘Dreamer’

WIEDEN KENNEDY PORTLAND

Prince Rocks Target

Motion Theory & W+K Portland enter the lotus flower and create a psychedelic rock show with Prince.

Target and Prince paired together for the exclusive release of Prince's new album "Lotus Flow3r," commissioning Motion Theory's Mathew Cullen to direct a 30-second music-video style spot based on the first single, "Dreamer." The spot, conceived by W+K Portland, explores cosmic imagery swirling around a magnetic performance by Prince. Cullen, Creative Director Kaan Atilla and team began the process with an in-camera approach using practical elements such as mirrors, crystal prisms, and programmable lights, allowing some moments to shine without any visual effects. To escalate the surrealism of the journey, high-end visual effects like the crystal lotus stage and the planetary journey were later added. Prince's guitar riffs drive the visuals, which also feature an appearance by Prince's muse Bria Valente. Target branding transcends the two-dimensional plane and also appears in strands of light, ripples in water, lens flares, as elements in transitions, locked inside our prisms, and as other more integrated forms. The end result is an aggressive and vibrant visualization of the song, centered on Prince and his guitar, and fusing together the language of prisms, the lotus flower, Target branding, and visual music.