Target × Jason Wu
Mischief

Creative Director
Wieden+Kennedy, 2011

TV, Print, OOH, Display, Collateral

Fresh off his successes dressing Michelle Obama, Jason Wu’s first collection for Target was an opportunity to explore influences that were too playful for his upstairs line. The gamine girls of the French New Wave were a major touchstone; he was obsessed with Anna Karina and especially Jean Seberg, who could pull faces in Breathless and still came off as impossibly chic. 

When it came time to create the marketing campaign, we conjured up an illustrated cat named Milu to represent Jason's mischievous side and set her loose on the collection. Jason fell so in love with her that he pulled the brakes on the production of the line so he could design her into it.

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Partners

Director & Director of Photography — Ellen KurasPark Pictures
Director (Animation) — Mark GustafsonLAIKA/house
Editor — Lawrence Young, NO6
Animation — LAIKA/house
Wardrobe Stylist — Kate YoungThe Magnet Agency
Mixer — Eric Stolberg, Digital One
Music — Brigitte
Photographer — Tim GuttWe Folk
Production Designer — Shona HeathCLM
Model — Suzie BirdElite Paris
Hair — Neil MoodieTim Howard Management
Makeup — Janeen WitherspoonJulian Watson Agency
Retoucher — Graeme Bulcraig, Touch Digital
Illustrator — Judith Van Den HoekKarine Garnier