A Dose of Surrealism and Whimsy

Michael Graves was Target’s first designer turned brand—famous for bringing high design into American households at an affordable price. When we were invited to create the advertising to promote the Michael Graves Design collection, the

brand was in need of a boost. We injected it with a little 20th century surrealism and a good dose of whimsy and style, qualities the products are well known for.

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"I saw that in a dream," she recalled Uncannily.
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"I propose a toaster," she announced Crisply.
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"Look what I just go wind of," she exclaimed Breezily.
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Our Michael Graves Design catalog looks more like a museum book than something that shows up in your mailbox, unannounced.
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Rather than clutter pages with loads of product, this catalog also provides insight into the man behind the brand and his creative process with quotes, sketches and technical drawings of his favorite pieces.
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The press kit features pre-punched silhouettes of new products. The small book allows users to envision Graves products in their own home or office by holding the tabs at arm's length. The puppies are added for good fun, "available at your local animal shelter."

  • Mohawk Fine Papers_ Get in the Loop

  • Abundance Found_ Empowering Partnership

  • Vaska Natural Detergents_ Active Ingredient

  • The Living Principles_ Creative Action

  • California Wine Institute_ Global Appeal

  • BSR_ Illuminating a Global Network

  • Frameline Film Festival_ Think Pink & Beyond

  • Yerba Buena_ Neighborhood Intersections

  • HERproject_ Keeping Business Healthy

  • GreenBiz Group_ Thriving Ecosystem

  • Tools for Peace_ Tools for Growth

  • Peace Cereal_ Abundant Goodness

  • Dagoba Chocolate_ Taste Exploration

  • k.d. lang_ Recollection

  • Hello, New._ Campaign Trail

  • Scharffen Berger_ Adventures in Chocolate

  • Compostmodern_ Planting the seeds

  • Denver Public Schools_ Reading Rockets

  • Dockers_ Not Your Dad's Pants

  • SF Health Department_ Crystal Mess

  • Avaya_ Communication Without Boundaries

  • Dockers_ Cut from the Original Cloth

  • Nyne_ Forward Fashion

  • PepsiCo_ Philosophical Differences

  • Rearden Commerce_ The Anti-Dot-Com

  • Charles Chocolate_ One Very Hot Chocolate

  • Janus_ Get there. Invented here.

  • Target_ A Dose of Surrealism and Whimsy

  • Target_ Works of Art that Work

  • Janus TV_ Research brought to life

  • Michael Austin_ The Power of Personality

  • BACtrack_ A Breath of Fresh Air

  • Target_ Clutter Cutter