Target and Deutsch unveil the mega-retailer’s back-to-school “To School & Beyond” campaign directed by Adolescent Content’s three teen prodigies: Amelia Conway, age 13; Claire Jantzen, age 17; and Jack Vinetz, age 15. The seven-spot campaign takes a bold stance with a successful demonstration of what happens when a well-thought-out creative idea geared towards kids is put into the hands of a youthful team capable of handling every major aspect of the campaign.

When reflecting on his initial introduction to the Adolescent team, Target CMO Jeff Jones said, “The level of expertise and professionalism displayed by them was awe-inspiring. We never looked back.” Adolescent filmmakers made decisions, ran meetings and cast talent, while bringing out the best performances in the young stars under their direction. The kid-led campaign perfectly expresses Adolescent Content’s mission in action, which is to connect ad agencies and brands to young directorial tastemakers at the epicenter of youth culture. Check out the spots on YouTube and the making-of on FastCo.