Shoppable Target film debuts

JAHNA PELOQUIN | Updated 10/2/2012

Two Minnesota agencies are behind the short film, which lets users shop Target fashions with the click of a mouse.

Image courtesy Target

Two Minnesota agencies are behind Target’s latest campaign, a “shoppable” short film showcasing more than 140 fall fashions. Falling for You, a 12-minute romcom directed by Mad Men’s Phil Abraham and starring Kristen Bell, Nia Long and Zachary Abel, was produced by digital agency Space150 and executed by the Olson ad agency. The film allows viewers to browse, share and purchase the beauty, fashion and home items featured in the film with the click of a mouse. The first webisodes appeared at fallingforyou.target.com today, with more to come Thursday and next week.

The first webisode sets the scene. After a rough start to the morning, Bell and Abel meet -- in the elevator at Target corporate headquarters in Minneapolis, where they work -- and an office romance blooms. Shot on location, the film is as much as advertisement for Target the company as it is for Target the store.

As the film runs, the products featured in the scene show up in a sidebar on the right hand of the screen, where you can "heart your favorites" with one click. Products in the first webisode alone span categories including menswear:

Shower and bath items:

 Cosmetics and beauty products:

And, of course, women's fashion:

The products also show up, Pinterest-style, underneath the media player. There, you can click the handy "shop it" button to go directly to the product on the Target site, or "view your favorites" to see all your picks at once. It's an innovative, easy-to-use, well-designed concept; whether or not it's successful remains to be seen.