Presenting Target Open House video transcript

OPEN_HOUSE_CUT_07 CC
In fast-motion, the waves of a bay lap as the camera pans slowly over the San Francisco skyline in the distance. White text appears on screen. In a series of urban shots, the Golden Gate Bridge is visible between tall city buildings. The pointed gables of Victorian row houses sit below the skyline.
Dreamy electronic music plays.
ON SCREEN TEXT: Target Bullseye logo open house
In a series of urban shots, power lines converge in the shadow of tall buildings. A man bikes down a busy street. A glass building adorned with a large Target Bullseye logo faces a beige building, backed by tall skyscrapers. A man with sandy blond hair, revealed to be David Newman, chats in a bright vestibule.
ON SCREEN TEXT: David Newman
Director
DAVID: So as a company, we have a really keen interest in IoT, the Internet of Things. And for Target, that's really about the home and the connected home.
A large Target Bullseye logo followed by the words "open house" is visible over a glass door in an exterior shot. The camera pans down to reveal two men walking toward the door. In an interior shot, a bright room filled with people examining various products is visible. A row of illuminated light tables glow in the center of the room.
ON SCREEN TEXT: Target Bullseye logo open house
Target Bullseye logo open
house
DAVID: So the design of the Open House space is to bring together the consumers...
In a series of shots, a close-up of a circular black Nest Cam. A finger taps the center of a large green circle on an iPad, which then turns orange and fills in, becoming a large solid orange dot.
ON SCREEN TEXT: nest
ON SCREEN TEXT: Fred's House
FRONT DOOR
DAVID: The makers, the businesses...
A black hockey-puck-shaped device is attached to a lock set mounted on a clear plastic door. Red dots light up in a circular pattern on the device as it rotates and a deadbolt emerges from the face plate.
On a monitor, a large blue square frames a live view of a smiling couple. The square is surrounded by several circular icons featuring Nest thermostats, electrical outlets, and light bulbs.
ON SCREEN TEXT: august
I'm a smart door lock.
Remote security--locking and unlocking, too.
A finger taps an outlet icon. The center square disappears as the icon flips and displays the word "wemo". A curved line extends from the icon to the top of the screen. A new square pops up in the center of the monitor, displaying pictures and text.
ON SCREEN TEXT: august
We turn off the TV when you leave.
Had to rush out without turning off the TV? We'll do it as
soon as the door locks.
Door Lock Outlet Switch
YONOMI
Connects with
DAVID: See all of these products working together, and to help us figure out where the growth lies for the future.
On a gleaming table, a Nest Cam is displayed next to a tablet featuring an indistinct live view. In the foreground, a Nest smoke alarm comes into focus, its central light ring blinking with a bluish light.
DAVID: Part of Target's unique position in this market...
In a series of shots, two rows of tablets are displayed on a gleaming white glass table. A woman taps her finger on a smartphone and kernels of pet food slide into a stainless steel compartment at the base of a large black box next to the phone. A hand rotates a Nest thermostat, changing the heat setting from 72 to 68 degrees.
ON SCREEN TEXT: Petnet
ON SCREEN TEXT: HEAT SET TO
72
ON SCREEN TEXT: HEAT SET TO
71
ON SCREEN TEXT: HEAT SET TO
70
ON SCREEN TEXT: HEAT SET TO
69
ON SCREEN TEXT: HEAT SET TO
68
DAVID: Is that we have products across all aspects of your life.
In fast-motion, people move around the bright room, examining the items on display.
PATRICIA: The original idea for Open House came to be by talking to startups...
A woman with long brown hair, revealed to be Patricia Adler, chats in a bright vestibule.
ON SCREEN TEXT: Patricia Adler
Experience Design Manager
PATRICIA: Who were a little frustrated that products weren't fully understood...
A cluster of people stand staring at a wall illuminated with text and a white line that curves down to the left corner.
PATRICIA: By simply relying on packaging design.
A hand reaches out and taps a finger on a rectangle visible on a monitor. The rectangle turns white. In a digital rendering of a bedroom, a white line curves from a bedside lamp, which extinguishes, over the bed, to another bedside lamp, which also extinguishes.
ON SCREEN TEXT: Bedroom
Bedtime
PATRICIA: So we thought if we show these products actually in situ, in a living environment, people can actually see how these would work in their own home.
A trio of glowing light bulbs are mounted on a blue glass wall over a blue rectangle filled with white text. A hand reaches out and taps a finger on an icon on a tablet mounted next to the light bulbs. They dim and glow yellow.
ON SCREEN TEXT: We help keep your baby comfortable.
We'll turn on a night-light if the baby stirs and a brighter
light in the morning.
A bearded man in a red hoodie and glasses talks inaudibly with another man wearing a plaid shirt.
ADAM: The thing I'm most excited about is...
A finger touches a blue tone on a tablet displaying the color spectrum.
ADAM: We got to interact directly with vendors.
The bearded man with glasses, revealed to be Adam Laskowitz, chats in a bright vestibule.
ON SCREEN TEXT: Adam Laskowitz
User Experience Architect
ADAM: We've tried to provide a unique experience to the guest.
A group of people chats inaudibly in the bright room.
ADAM: And it's very interesting to be in the space with vendors...
Adam chats with another man inaudibly in the bright room. In another shot, a finger taps a circular icon on a monitor, which flips a large purple square filled with text in the center.
ON SCREEN TEXT: MR. COFFEE
We get you caffeinated immediately.
We team up to have coffee ready for you the moment you
wake up.
Coffee Maker Fitness Tracker
YONOMI
Connects with
ON SCREEN TEXT: I'm a smart fitness tracker.
A fitness tracker with a stylish side.
UP2 + UP3
WEARING AND CARING
ADAM: And talk about how we can work together to provide that experience.
A group of people chats inaudibly in the bright room.
DAVID: We don't believe that we can predict the future...
David chats in the bright vestibule.
DAVID: And figure out where to go strategically by sitting around a conference room table.
A man in a plaid shirt walks through the bright room, past a Plexiglas lamp and a cluster of people.
DAVID: It's really pushing some boundaries around experiential retail.
A beige sleeve stands in front of a Plexiglas lamp and a gray display screen. A speech bubble forms from the Withings logo. It reads, "I'm a smart blood pressure monitor." A woman stands near a couple people wearing red Target T-shirts. She touches a tablet on a stand in front of her.
ON SCREEN TEXT: Withings
Inspire health
ON SCREEN TEXT: I'm a smart blood
pressure monitor.
DAVID: You can walk through the house. We have great interactive platforms.
A rectangular black device sits in front of a purple screen, where a speech bubble forms from the SONOS logo. It reads, "Greetings! I'm a smart sound system."
ON SCREEN TEXT: Greetings! I'm a smart
sound system.
SONOS
DAVID: The products are spaced out.
A hand reaches out and taps a finger on a smartphone displayed next to a basketball emblazoned with the 94Fifty logo. A man dribbles the basketball in the bright room.
ON SCREEN TEXT: 94Fifty
SMART SENSOR BASKETBALL
INDOOR/OUTDOOR
DAVID: Another important point is that every product you see is for sale.
A group of people chats inaudibly in the bright room. Adam chats in the vestibule.
ADAM: The thing that we're noticing in this space is that people talk to each other. People say, "Oh, that's so cool," and then somebody walks over.
Two men shake hands and chat inaudibly in the bright room. Another two people chat inaudibly in the bright room.
ADAM: They don't know each other. They start talking about how they're using these products in their homes.
A finger taps an icon next to a large blue square on a monitor. Another square appears and fills with white text.
ON SCREEN TEXT: I'm a smart baby monitor.
A wearable sleep-activity tracker, designed for babies.
ON SCREEN TEXT: We help keep your baby comfortable.
We'll turn on a night-light if the baby stirs and a brighter
light in the morning.
Baby Monitor Light Bulb
YONOMI
Connects with
DAVID: So our hope for anyone who enters this space is that they leave very excited about the future.
A group of people chats inaudibly in the bright room. David chats in the vestibule.
DAVID: We also want to hear from them. What part of that future is most exciting? And that's where we can then turn our attentions and invest our energy.
Adam chats inaudibly with a woman in the bright room. Patricia chats in the vestibule.
PATRICIA: So we're really excited to welcome everyone into the space. This is not just for the tech community.
A silver and black rectangular device is mounted on a glass wall. A finger pushes a circular button in its center, and a blue light glows and swirls around the button.
PATRICIA: We hope the guests will take away a better understanding of what the connected home can be.
The camera pans back from a glass wall, behind which three people talk inaudibly and gesture. A white Target Bullseye logo appears over white text.
ON SCREEN TEXT: Target Bullseye logo
@TargetOpenHouse