Go Behind the Scenes of Target’s Pillowfort Launch video transcript

2016_01_25_catandjack_jg_interview_julie_edit03

A patterned black-and-white child-sized tepee stands in a sunny room amidst pastel and brightly colored pillows, blankets, and whimsical furnishings. The camera zooms in for a close-up on a smiling bright yellow figural pillow.

JULIE: I'm Julie Guggemos, and I'm the senior vice president of product design and development.

A blonde woman, revealed to be Julie Guggemos, sits in front of the room talking.

ON SCREEN TEXT: Julie Guggemos
SVP of Product Design and Development

JULIE: We're launching a new brand called Pillowfort that sets in February.

A close-up of a seafoam placard with company information in white text.

ON SCREEN TEXT: introducing... pillowfort

our new kids' home collection and latest owned brand. in stores and online February 21

The camera explores the colorful furnishings, stacked pillows, and piles of blankets in the room. A sculptural wire sign on a wall spells out "Be You".

ON SCREEN TEXT: BE YOU

JULIE: This brand is a kids' home collection offering everything from bedding to furniture to wall decor. It is spectacular.

The camera pans over two pillows sitting on a table. One pillow is covered in coral text; the other in teal text. A shiny gold lamp shaped like a unicorn's head stands on another table.

ON SCREEN TEXT:

ON SCREEN TEXT:

This is MY HAPPY PLACE

Be AWESOME today

JULIE: We really took the time to level set with our guests, understand what's important to kids and parents alike.

A friendly bear's face looks out from a fabric storage cube and says "hello" in a speech bubble. A plush light blue octopus with striped tentacles sits on a blanket. Julie continues talking in front of the room.

ON SCREEN TEXT: hello

JULIE: The challenge for moms and dads is building a room that feels like an extension of their house and incorporating the personality of their kids.

A wire outline of an airplane sits neatly in a frame. Rows of task lamps stand on tables in front of stacks of variously patterned pillows.

JULIE: We took that all into mind and we offer 12 themes of print and pattern, and we'll allow kids to have fun and build the room to their specific personality.

A shark cut-out bears its teeth on a wall. Mismatched pillows sit in open drawers. More pillows stand on a table; one stands up in a wire crate.

ON SCREEN TEXT:

ON SCREEN TEXT:

Be AWESOME today

This is MY HAPPY PLACE

JULIE: Kids or parents want to be able to mix and match. They want something that's beautiful, but they want it to look like they had to work hard to put it together. Only we're making it easy for them.

The camera pans over a row of felt animal heads lining a wall: a giraffe, panda bear, black bear, and a unicorn. The camera pans quickly over a trio of figural pillows with topstitching. Close-up of piles of mismatched blankets. Julie continues talking.

JULIE: We've got these great felted animal heads, these figural pillows that look handmade and hand- stitched. Beautiful and the softest bedding that you'll ever find, and all at a price that is incredibly affordable.

The camera pans around the colorful room, displaying the stacks of colorful mismatched pillows and blankets. A series of quick shots reveal the tepee, the figural pillows, and the golden unicorn lamp.

JULIE: I am so proud of Pillowfort and the way it has come to life. Our guests are gonna have fun creating the rooms of their kid's dream.

White text appears over the blurred image of two bright glass table lamps.

ON SCREEN TEXT: Target bullseye logo A BULLSEYE VIEW behind the scenes at Target

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