Award-winning MTh director Mathew Cullen worked with Target to direct the first in a series of spots featuring top artists previewing original tracks exclusively available at the retail giant. The first spot showcases the new P!nk track, “Try.”

The campaign promotes a new initiative from Target, where best-selling artists will launch Target-specific versions of their new albums. To launch this exclusive enterprise, Target turned to MTh, with whom the brand has a longstanding creative relationship. Cullen worked extensively with Target’s in-house team to develop original concepts for each spot based on the tracks themselves, together with subtle visual nods to Target’s signature brand color palette and clean lines. The performance sequence was all captured practically in Los Angeles on a custom designed set adorned with highly reflective orbs that give the spot a futuristic sci-fi look and feel.

“We’ve collaborated so frequently with Target’s in-house creative team that it’s like working with old friends,” said Cullen. “The future of selling music is changing rapidly, and inventive brands like Target and artists like Pink have come together to offer something new to fans—and it was really exciting to get to deliver that message in a performance-driven spot that really focuses on the artist.”