Spring has sprung for Art Center’s alumni community, which collectively bloomed with media attention and creative activity. Here we’ve gathered a bouquet sampling this group’s impressive undertakings.
Archive for the ‘Advertising’ Category
It’s been a fruitful awards season—and not just for the creative team behind Birdman. Art Center alums have amassed an impressive array of accolades, from the Caldecott Medal (the Oscars of children’s literature) to the Oscars themselves. So in lieu of glitzy after party, we’ve done the next (or perhaps next, next) best thing and compiled highlights from our alumni community’s recent accomplishments below. Enjoy!
Anthony Cardenas came to Art Center’s Advertising program equipped with equal quantities of talent and doubt. He doubted whether it was wise to spend several years pursuing his second undergraduate degree. (He had recently received his B.A. in Marketing from CSU Northridge). He had questions about how he’d finance his degree. He also wondered whether it made any sense for him to focus on copywriting at an art and design college.
But eventually his anxieties lifted once he discovered that his unconventional choices — aka his differentiating qualities — were fueling his success. “Everyone I was in school with wanted to be an art director, so why not be a copywriter?” Cardenas remembers wondering. “I enjoyed it, my peers seemed to enjoy my writing and found it funny (or they were really good at pretending to laugh), and I thoroughly enjoyed doing that more than sitting on a computer comping all day. So, I made it known to all of my friends and teachers that I wanted to become a copywriter, and I was the only one at that time really.”
From Oxygen’s Street Art Throwdown to Spike TV’s Framework to the 2015 Academy Awards to Toyota’s MIRAI—Art Center alumni were featured across the media landscape, doling out expertise on art and design-based reality shows and creating inventive animation and futuristic vehicles. See the full scope of this month’s alumni accomplishments below.
It was a David and Goliath story. For real. At the El Segundo creative agency named for the ancient adversaries—with heavyweight clients including Kia, Vizio and the California Lottery—interns Abe Chuang and Sef Chang found out how fierce a deadline can be. After the two Art Center Advertising majors presented the chief creative officer (CCO) with what they thought were their best ideas for a 30-second TV spot for a new client, he sent them back to the drawing board. What they didn’t realize until later was that the CCO expected the team’s improved, round-two ideas before their next meeting that same day—giving them just 45 minutes’ notice.
It may have been by the seat of their pants, but Chuang and Chang managed to generate a proposal that David&Goliath chose to present to its client. “Nothing motivates like last-minute panic,” says Chuang. “Nowhere is that truer than in advertising.” He has no doubt his Art Center training is what prepared him to succeed in this impatient industry.
Thanksgiving, that wonderful holiday in which we as a nation give thanks for all our blessings, is just around the corner. In the spirit of that tradition, I’d like to take a moment to pause and reflect on what I have to be thankful for here at Art Center.
First of all, I’m thankful for all the newest members of the Art Center family. This Fall term we welcomed a record-breaking entering class of 432 new students, a number which reflects the continuing strength and enormous appeal of both our undergraduate and graduate programs. These students come to us from a total of 37 states across the nation and 31 countries around the globe, for a total of 47 countries represented across our truly international student body.
You may also be interested to know that the average age of the entering class is 21 and that, of our incoming undergraduates, 52% are female. As always, all of our incoming students demonstrated their considerable merit through their portfolios, academic records and personal statements, and each underwent a rigorous review to gain admission.
Art Center has a reputation for putting students through their paces, challenging them to meet and exceed their wildest creative dreams. The work ethic instilled here is legendary as are the results of all that toiling, ideating, imagining and making.
But the journey from inspiration to finished creation has always been somewhat mysterious. So beginning last Fall, we set out to illuminate students’ creative process with the series of videos we’ve recently renamed Student Space. Now it’s become a bonafide ‘thing.’ Here’s how it’s done: We identify three students from different disciplines who are in the process of completing an ambitious project. Over the course of the term we work with them to create three videos capturing the launch, obstacles and completion of their finished work of art and/or design. At the end of the term, each student’s trio of episodes constitutes an intimate take on the agony and ecstasy of bringing an idea to life. The results have been fascinating, dramatic and nothing short of spectacular. Need proof? Check out this playlist on our YouTube page.
We’re particularly excited to introduce you to the newest group of Student Space participants with this latest round of videos. Pearlyn Lii is a Graphic Design student working on a Brian Eno book. Environmental Design student, Connie Bakshi is sending dispatches from Tokyo, where she’s participating in a collaboration with TAMA University. And Advertising student Rosie Geozalian is tackling a little subject known as human connection in her current campaign.
Join us in watching these works unfold over the remaining weeks of the term. Check this space for subsequent installments on November 22 and December 19.
Let’s start the fall by congratulating all of our 2014 award winners. We had a stated mission to win in the major award shows this year, and we did. Most importantly, we’re beginning to do better work overall. And that, in the long run, will only lead to more awards, better internships, first jobs and more successful careers.
Below is a link to a full list of all of our winners and the awards they’ve won. And again congratulations. It’s a great start. But I’m a greedy guy. And I won’t be happy until we run the table. That will require more and better entries in more shows, which will lead to more finalists and, ultimately, more hardware.
Here’s to next year.
To that end, we’re adding even more new instructors. They have not only been there and done that; but they’re still doing it every day. They’ve all done plenty of award-winning work at great agencies, and for the clients we admire most: Apple, Nike, Converse, Pepsi, Lexus, Target, Levi’s and more.
Combined with the strong group of teachers we already have, I think it’s safe to say that we have the finest staff the department has ever had, and one that is unmatched at the schools with which we compete.
It’s a compelling question; but one most of us are too busy working to contemplate. Beyond the practical necessities of gainful employment, however, lies a whole set of considerations that have more to do with personal fulfillment and authentic creative expression. It may seem like a luxury to factor these qualitative variables into one’s employment equation. But in today’s growing creative economy, there’s a strong argument to be made for cultivating a career that leverages those right brain talents.
Art Center has long been a training ground for those seeking to land a day job that also happens to be a creative calling. It’s a defining characteristic of both the College itself and its students, faculty and alumni. It also happens to be the driving force behind the College’s new “Why Work” campaign developed by award-winning advertising firm WONGDOODY, which hinges on one question: “Why work for a living?” Because the corollary to that question is that when you love what you do, you’ll never work a day in your life. Compelling, isn’t it?
Art Center interviewed a young designer transitioning from high school to college before, during, and after attending a Summer Intensive at Art Center’s Saturday High. This interview is the third and final posting in this series.
For four weeks in July, soon-to-be Art Center undergrad Sydney Li has been swimming in the creative waters of Brandcamp, Saturday High’s Summer Intensive focusing on Advertising and Graphic Design. She was able to attend without financial concern thanks to scholarship support from the Richard and Jean Coyne Family Foundation.
We caught up with her one last time at the end of Brandcamp, just as she was coming up for air.