Target and Gwen Stefani teamed up to create a never-before-seen idea that hijacked the GRAMMYs conversation on music’s biggest night. In one take with 25 million people watching, we created a first-ever live music video on America’s largest soundstage with 200 crew members, 30 dancers, 9 roller skaters, 11 cameras, 10 sets, and 7 live wardrobe changes that gave more music to the GRAMMYs audience.

But we weren’t just live on TV. We knew we had to be where the GRAMMYs audience is most engaged, so we had the world’s biggest social media influencers pushing out live, exclusive content during the awards show to create a multi-channel experience rooted in delivering more music.

We had to adapt from our production norm as we didn’t have the luxury of postproduction. We were completely live. With live cutting. In front of 25 million people. Not to mention, this live moment would be forever engrained in music history as Gwen Stefani’s official music video for “Make Me Like You.” So we had to create a moment that had the genuine feeling of LIVE, but the production value of a perfectly-executed music video. We achieved this harmony in multiple ways, including a roller-skating sequence during which Stefani falls down - a planned stunt which tapped into the sensibility of the live experience. We also had a commercial production crew working alongside a live crew to create our music video.

The GRAMMY Awards are filled with the most talked-about live performances by the biggest musical icons in the world. So on music’s biggest night, how do you make a retail brand like Target stand out?

We needed to give GRAMMYs viewers more of what they really wanted: more music, less commercials.

We had to create a never-been-done-before cultural moment that would shock the world on a night where the expectation IS the unexpected. Not to mention, with broadcast viewership of the GRAMMYs down year over year, and audiences flocking to digital and social to view, tweet, like, and share the awards show - we knew we had to deliver a unique and seamless experience on EVERY screen in order to stand out.