Tk video transcript

 

 TargetBTSWebFinal3 

An illustrated bell containing the Target Bullseye logo rings to the left of black and red text on a white screen outlined in black. 

ON SCREEN TEXT: Target believes 

kids are capable 

of anything 

So we asked 

them to create 

our entire Back to 

School campaign 

The white and black screen moves up and out of sight, revealing Amelia standing on a production set. People walk and stand behind her. 

AMELIA: Yeah, scoot a little farther away once he comes into frame. 

Amelia kneels, eye-level with a young girl, on a set made using black and white illustrations. The girl holds a backpack. A man stands in the background. 

AMELIA: So we want you to be, like, super loud. You own this stage. This is your stage. 

Amelia and the young girl dance on the set. 

AMELIA: This isn't just a commercial. It is essentially all-kid-created campaign. 

Kaya and Ben stand in a room with walls and props made using black and white illustrations. 

Amelia sits at a table in front of a laptop and speaks to a group of people. White text sits in the bottom right corner. 

AMELIA: I think that is, like, the coolest thing to be a part of as a kid myself. 

ON SCREEN TEXT: Amelia, 13 

Director - Adolescent Content 

A girl writes on a piece of paper at a table. Kaya and Ben stand near set designs made using black and white illustrations. 

CLAIRE: The stories were created by kids. Some of the set designs was created by kids. 

A design of a cutout illustrated dog sits on a table. The legs on the prop dog move as a woman pulls different levers. 

CLAIRE: Drawings were created by kids. 

Cambria ties a girl's shoelaces in a crowded room. Jack talks to a boy on set. 

CLAIRE: We have junior stylist, kid directors. Kids are creating the music. 

L2M sings in a circle around a microphone a recording studio. White text sits in the bottom left corner. 

L2M (singing): I push a little harder. 

ON SCREEN TEXT: L2M 

Claire stands and speaks on a set with walls and props made using black and white illustrations. White text sits in the bottom left corner. 

CLAIRE: Everything is really driven by kids. 

ON SCREEN TEXT: Claire, 17 

Director - Adolescent Content 

Kaya and Ben stand on a set with walls and props made using black and white illustrations. White text sits below them. 

KAYA: Well, I knew it was possible, I'd actually get the opportunity but I didn't think to do it at such a young age. 

ON SCREEN TEXT: Kaya, 12 

Illustrator 

Ben, 11 

Illustrator 

L2M sings in the recording studio. 

L2M (singing): I get a little smarter. 

Multiple quick cuts show a 826LA classroom where kids sit around tables and write on pieces of paper. Some of the papers have colorful drawings on them. White text sits in the bottom left corner. 

JOEL: We work to help students understand that their words matter, that they can create stories that can be turned into something for the world to see. We had about 130 kids submit stories to this campaign. From that list, we came down to seven students... 

ON SCREEN TEXT: 826LA is a non profit writing workshop for 

underserved children in Los Angeles. 

Joel stands in the classroom and speaks. White text sits in the bottom left corner. 

JOEL: Who just came up with some very exceptional stories that are gonna be turned into these commercials. 

ON SCREEN TEXT: Joel 

826LA 

Stephanie stands in front of a chalk board as a woman speaks to her. She excitedly moves around and clasps her hands together. White text sits in the bottom left corner. 

WOMAN: Your story was chosen as a finalist, so it's gonna become part of the Target commercial for back to school, and you will get to see the studio and get to take a tour. 

ON SCREEN TEXT: Stephanie, 8 

Story Finalist 

STEPHANIE: Yay. 

A woman speaks to Joanna, who sits at a table. Joanna covers her mouth and then responds. A man laughs. White text sits in the bottom left corner. 

MAN: Tell your daddy how happy you are. 

JOANNA: I think he can see it on my face right now. 

ON SCREEN TEXT: Joanna, 9 

Story Finalist 

Keven stands in a room and raises his arms over his head. White text sits in the bottom left corner. 

MARIANGELI (singing): You should watch me. 

ON SCREEN TEXT: Keven, 10 

Story Finalist 

Mariangeli sings in the recording studio. 

MARIANGELI (singing): 'Cause I'll be incredible, yeah, incredible. 

Joanna gets off of a school bus as a shaky camera follows her and then turns around to reveal the school bus. People stand in the background. 

Multiple quick cuts show kids gathered at the 826LA Writing Workshop. A boy points. Children speak with each other. Jack speaks to a group of men. Claire directs a boy on a set. White text sits in the bottom right corner. 

CLAIRE: I mean, I think it really just speaks on Target's whole background and how it really does believe in kids' potential. I mean, to put their whole back to school campaign in the hands of a kid is really, I mean, a lot. 

ON SCREEN TEXT: Story Writers 

826LA Writing Workshop 

Amelia directs a girl on a set. She gives two boys wearing backpacks high-fives with both hands. She sits in a room in front of her laptop with a group of people and waves. She crouches on a set as a man stands behind her. 

AMELIA: The opportunity is, like, unreal almost. To be working with this company on this campaign on this set, like, is so insane. 

Amelia stands next to Claire on a set and speaks. She gives a thumbs-up. 

DAVID: The first camera that she worked on when she was a kid... 

Amelia stands on a set with her dad, David, as he speaks. White text sits in the bottom right corner. 

DAVID: Was a little point-and-shoot that we bought at Target. 

ON SCREEN TEXT: David 

Director's Dad 

Amelia stands on a set with her hands on her hips as machinery works behind her. 

Jack and a group of men stand behind a camera as a boy stands on a set. A man throws a ball to the boy. 

JACK: It feels really good to be directing an all-kid-created campaign. 

Jack stands on a set and speaks. White text sits in the bottom right corner. 

JACK: It's sick that Target's given them the opportunity. 

ON SCREEN TEXT: Jack, 15 

Director - Adolescent Content 

Joanna stands on a set and speaks. The shot moves further away to reveal the girl's mother standing beside her. 

JOANNA: It makes us feel responsible for everything that we do. It's amazing how they put it in the kids' hands. 

L2M sings in the recording studio. They gesture with their hands as they sing. 

L2M (singing): Incredible, yeah, incredible, yeah. 

Claire stands on set and speaks. 

CLAIRE: Anyone any age can do anything. If you really set your mind to it and you really want to do something, you can go out there, and you can do it. 

An illustrated white screen outlined in black rolls down from the top of the screen. An illustrated red pencil makes the shape of the Target Bullseye logo. Red and black text sits next to the logo. 

MARIANGELI (singing): Watch me. 

L2M (singing): 'Cause I'll be. 

MARIANGELI (singing): I'll be. 

ON SCREEN TEXT: Thanks to all 

the amazing kids 

who created this 

Back to School 

Production 

The white and black screen moves up and out of sight, revealing a white screen with black and red text on one half of the screen. The other half of the screen shows Amelia dancing, then Claire dancing, then Jack directing. 

L2M (singing): Incredible, yeah, incredible. 

ON SCREEN TEXT: Directed by: 

Amelia, 13 

Claire, 17 

Jack, 15 

A white screen with black and red text sits on one half of the screen. The other half of the screen shows a girl writing. 

MARIANGELI (singing): Ohh, ohh, ohh. 

L2M (singing): I'll keep shining. 

ON SCREEN TEXT: Written by: 

Christian, 8 

Emilly, 10 

Joanna, 9 

Jose, 11 

Juliana, 10 

Keven, 10 

Stephanie, 8 

A white screen with black and red text sit on one half of the screen. The other half of the screen shows Ben and Kaya standing on set. 

MARIANGELI (singing): Oh, yeah. 

ON SCREEN TEXT: Illustrated by: 

Ben, 11 

Ciojwe, 10 

Kaya, 12 

Animated by: 

True, 16 

A white screen with black and red text sits on one half of the screen. The other half of the screen shows Cambria holding a shirt while girls walk around her. 

L2M (singing): 'Cause I am incredible, yeah. 

ON SCREEN TEXT: Styled by: 

Cambria, 15 

L2M sings in the recording studio. 

ON SCREEN TEXT: Music by: 

L2M 

Amelia speaks, holding a walkie talkie, then the crowd cheers. 

AMELIA: Hey, everybody, that's a wrap on the Target shoot. 

L2M (singing): And if you're with me, stay with me, but if you're not with me, it's cool, oh-oh. 

An illustrated white screen outlined in black rolls down from the top of the screen. An illustrated red pencil makes the shape of the Target Bullseye logo. Red and black text sits next to the logo. Small text details sit at the bottom of the screen. 

ON SCREEN TEXT: To School 

& Beyond