SS24 RUNWAY

To deliver on our creative vision, to showcase Target AU as an Australian heritage brand, we searched for locations that showcased the beauty of the Australian landscape – whilst shying away from the well known ocean and desert scapes .

We designed the campaign to be captured at two key locations in the heart of the Southern Highlands, finding the perfect locations at Dovecote in Gerringong, where our runway was set amongst the rolling hills, and Milton Park Hotel for our secondary shoot day, in the heritage gardens of the property.

The combination of these two locations provided a beautiful setting for Targets renaissance story to be told, whilst remaining a uniquely Australian heritage brand.

New Moon oversaw the casting, negotiation and contracting of 42 key talent, so showcase 80 looks.

We completed studio and virtual casting calls, negotiated social deliverables into all contracts, and oversaw the logistics management of all hired talent from across Australia and the US to come to site.

All casting took place within a 3 week window, with the stylist team working closely with New Moon and Target to fit and tailored garments to each model, agree the collection x model pairings for both the runway and our secondary campaign shoot day.

Special accommodations were made as necessary for talent requests and riders across the shot, ensuring that all models were both comfortable and excited for the shoot days ahead and throughout.

To ensure amplification of the content without having an audience in situ watching the show, we needed a social strategy to deliver out reach goals. To achieve this we integrated a diverse cast of Australian influencers and models into the runway.

All talent were contracted to a supporting social campaign, enabling their audience to capture BTS of the large scale production. This content in additional to content on Targets owned channels proved an extremely successful, over indexing on KPIs.

…Giving Australia access to the Front Row via Insta, TikTok and beyond.

In one month alone, we delivered over 14M organic owned and social media views; garnered more than 4M impressions across influencer channels; and got @TargetAU as a top retail brand on Australian socials.

New Moon brought together the leading creatives, stylists, photographers, videographers, hair and make-up directors to take Target SS24 to a new level.

We delivered a 250m red runway in the heart of the southern highlands, working closely with the venue, production teams, talent and show teams to run rehearsals and show across a 2 day shoot.

Over 120 talent and crew were catered and accommodated across 2 days in the area, with all logistics management to and from Sydney handled by New Moon.

The turn around for all hero and supporting edits for motion, photography and socials were provided in 10 days to Target for distribution across owned channels and media.