There were many memorable live performances during Monday night's broadcast of the 58th annual Grammy awards, but one in particular actually didn't take place on stage at the Staples Center in Los Angeles—and it also happened to be a music video.
Building on the buzz created from the live concert commercial concept featuring Imagine Dragons that aired during last year's awards, Target aired a live music video for Gwen Stefani's new single during one of the show's commercial breaks. The retailer and pop songstress teamed up to shoot the four-minute video for "Make Me Love You" on a 32,000-square-foot soundstage at the Warner Brothers lot in Burbank.
Directed by Sophie Muller, the video saw The Voice judge perform the song in real time while going through multiple costume changes and a variety of colorful sets, including black and white wreckage, a piano bar, and a beauty parlor. Many of the sets and costumes were Target branded, with bull's eyes and red and white color schemes. A highlight of the video was a roller skating sequence that ended with Stefani seemingly take a tumble—when in fact it was a stunt double. A crew of 250 contributed to the making of the video, which also featured more than 40 performers, including dancers who were recycled in three of the scenes. Los Angeles-based media company Wondros was behind the video's production, and Annie Sperling was the production designer.
While the main video aired on CBS, viewers could watch the performance from a different perspective on Facebook, Snapchat, and Periscope.
The music video was part of the retailer's new campaign for Stefani's third studio album, This Is What the Truth Feels Like, which will be released on March 18.
