Posts Tagged ‘Advertising’

How to win at advertising…by really winning

Tuesday, March 18th, 2014

one-show-gold-pencil

The importance of winning awards in our business can’t be underestimated.
It’s essential.

As a student, it can be a big factor in separating you from the hundreds of other grads with great books who are fighting for a rare spot at one of the few top places to work. As a junior, it can elevate your status in an agency and set you up for better assignments and promotions, as well as bring your work to the attention of every other agency looking to hire a star to upgrade their own work. As an agency leader, it can help you gain credibility with clients, potential clients and the media, all of which will lead to building your business.

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Building a better Super Bowl spot, Art Center-style

Tuesday, February 4th, 2014

When I think about what it takes to create a great Super Bowl spot, I can’t help but first think of all of the things we had to tell our teams NOT to do to create one.

  • No animals doing things animals can’t do.
  • No old people doing things old people can’t do.
  • No inanimate objects doing things inanimate objects can’t do.
  • No Martians or other forms of aliens.
  • No cavemen.
  • No deserted islands.
  • Nothing that uses the soundtrack from “2001 Space Odyssey.”
  • Nothing that features a chimpanzee, even if it is doing things chimpanzees can do.
  • No one going to heaven.
  • Nothing that requires you to play me a special effects reel from a company in Finland before telling me the idea.
  • No 70′s hits and site gags.
  • No patriotic attempts to make people cry.
  • And please, no old chestnuts I killed last year.

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Monsters Inc: Art Center Alum Stefan Bucher’s yeti inspires Saks holiday window display

Thursday, January 30th, 2014


Each December, Saks Fifth Avenue signals the beginning of the season of warmth, joy and supersized spending with the unveiling of its holiday window display. The now iconic dioramas depicting a new take on a winter wonderland each year have become a prime destination for New York’s annual influx of year-end tourists, seeking a high dose of holiday spirit.

This past year, Saks’ holiday display was entirely based on Art Center alum, Stefan Bucher‘s children’s book, The Yeti Story. The luxury department story commissioned him to create a holiday book, centered around a Yeti reputed to live on the roof of the flagship store on Fifth Avenue. Here Bucher (Advertising ’96) takes us behind the scenes to reveal the origin story of his encounter with the furry mythic beasts with an infinitely high cold tolerance.

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Innovate Pasadena: Ayzenberg Group traces its roots to Art Center

Wednesday, January 29th, 2014
Ayzenberg Group lobby

Ayzenberg Group lobby

As Ayzenberg Group celebrates its 20th anniversary, founder and Art Center alum, Eric Ayzenberg, reflects on the dynamics that originally inspired him to plant his professional roots in Pasadena’s Innovation Corridor.

In the early 1990s, we brought a decade of advertising and design experience acquired from both the East and West Coasts to an up-and-coming area of great potential in Pasadena. With a small crew of like-minded souls I had met at Art Center College of Design and beyond, we purchased a spacious 15,000-square-foot studio on Walnut Street, plus an adjacent 5,000-square-foot space next door, and established our agency.

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Social impact bat mitzvah: Alum’s daughter raises funds for Art Center scholarships

Monday, October 21st, 2013
Hannah Megery creates a painting for each bat mitzvah scholarship donor

Hannah Megery creates a painting for each bat mitzvah scholarship donor

This is a story about how even a 13-year-old can, with a little creativity, make a big difference in the lives of others.

Eighth-grader Hannah Megery had yet to choose her mitzvah (Hebrew for worthy deed) project for her upcoming bat mitzvah when her mother decided to take her and her sister Madeline on a tour of Art Center. The girls’ father, John Megery (ADVT ’95), had recently and unexpectedly passed away, and mother, Laurie, wanted them to see the school their father had attended and loved so much.

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Finalist in Ron Howard’s Project Imaginat10n experiences Art Center flashbacks. The good kind.

Monday, September 16th, 2013
Kalman Apple's "A Day in the Country"

Kalman Apple’s “A Day in the Country”

Go Back to Art School in your head.  You can see it right? Germanic block letters tattooed between the shoulder blades, or etched in a delicate script on the hip or across the belly. I’m a little old fashioned that way, so I’ve kept it simply as a personal mantra. Whenever I’ve been stumped or creatively blocked, I invoke the mantra to help me get away from the mediocre solutions I’m hoping to avoid.

Recently, the meaning of that phrase came back to me-­‐ and this time from an unlikely place. In this instance, I was up against a seemingly impossible deadline to finish a film. I started shooting on a Wednesday for a project due by 6 AM on the following Tuesday. The deadline was for a contest Canon USA was sponsoring to promote its latest DSLR camera.

The contest was to be judged by Ron Howard and his daughter, Bryce Dallas Howard. You probably remember him best as a child star, brilliant director or the guy who introduces the magic of movies on the tram ride at Universal Studios. When I first heard about Project Imaginat10n, it sounded very much like an Art Center class assignment. Take ten still images, each representing an aspect of storytelling and create a 1-10 minute film inspired by those images. The genesis of this contest comes from a statement Ron Howard made years ago, “We’re all creative.” And to prove it, Canon has stepped up to provide the forum.

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“Graphic Design USA” Names Faculty and Alumni Among Most Influential Professionals in Advertising

Wednesday, May 29th, 2013
Art Center's Advertising Department Chair Gary Goldsmith. Photo: Chuck Spangler

Art Center’s Advertising Department Chair Gary Goldsmith. Photo: Chuck Spangler

This year, Graphic Design USA turns 50 years old. To celebrate the occasion the magazine has asked its readers to name the most influential graphic designers, art directors, corporate design departments and more of the past 50 years.

The publication plans to unveil the results of its 50th Anniversary Survey throughout the year. Not surprisingly, several Art Center faculty and alumni have made the list so far.

For this post, we’ll focus on Art Center alumni from the world of advertising in the survey, which includes Advertising Department Chair Gary Goldsmith ADVT 81 listed among the “Most Influential Art Directors of the Last 50 Years.”

“I’m honored to be included in that group,” said Goldsmith of making the list, a space he shares with fellow alumni David Peterson GRPK 88 and Tracy Wong ADVT 84. “I know most of them, and have worked with many of them during my career.”

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20 Art Center Students Win 2013 ADDY® Awards

Wednesday, April 3rd, 2013

Congratulations to the 20 Art Center students and recent alumni who won ADDY® Awards in the 2013 competition! Students received their awards at the ADDY® Gala on March 14 at the Fonda Theatre in Hollywood.

Art Center student winners from the 2013 ADDY Awards

Many of the Gold and Silver ADDY winners produced their projects in Film/Sell, a 14-week class where Film and Advertising majors collaborate on spec ads for their reels. During the class, students go through tons of ideas before landing a concept they can take into production.

“We help them point out what works and what doesn’t, and how their concept plays into the overall brand identity of the product they’re promoting,” said Chris Gehl, who teaches Film/Sell alongside Clio award-winner Nir Bashan. “Our intention with Film/Sell is to create a class that we would have liked when we were students,” said Gehl. “It’s my favorite class to teach, and it is the first time in 20 years that a class like this has existed.”

Sponsored by the American Advertising Federation, the ADDY® Awards recognize excellence in the art of advertising, graphic design, web design, illustration and photography. The AAF Student ADDY® Awards Competition is designed specifically for college students.

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Legendary Automotive Illustrator Art Fitzpatrick Visits Campus

Friday, June 22nd, 2012
Art Fitzpatrick at Art Center College of Design. Photo by Chuck Spangler.

Art Fitzpatrick at Art Center College of Design. Photo: Chuck Spangler

Considered an icon in the milieu of automotive painting and design, Art Fitzpatrick, recently visited Art Center to share his life work and lessons with students.  With a career that stretched over seven decades, Fitzpatrick, is best known for his more than 700 auto advertisements.  His 1959-71 “Wide Track” campaign for Pontiac is considered by many to be the most recognizable, successful and influential auto ad artwork of all time.

Transportation Design faculty member Richard Pietruska is currently working with Fitzpatrick and arranged for him to visit with students.

“He is an amazing illustrator who has influenced many of us in the automotive design world from the 60′s and 70′s up to the present,” said Pietruska.  “His work captures the true essence of what the cars of that era represented and his passion and skill comes across in his brilliant technique.”

Fitzpatrick continues to produce paintings of his favorite cars today but now works mainly on the computer at his home in Carlsbad, California. He is also an honorary member of the Automotive Fine Arts Society who exhibit at the Pebble Beach Concours d’Elegance.

Find out much more and see his beautiful work at www.fitz-art.com

Take a Trip Back to 1969

Tuesday, May 18th, 2010

Here’s a fun video courtesy of Archives for a drizzly Tuesday—an Art Center promotional film from 1969.

It was directed by Advertising students Wayne Carmona and Gerald Eggers, and funded by the Society of Art Center Alumni. We really love the groovy intro and outro music, and the psychedelic cartoon near the end has us scratching our heads, yet thoroughly entertained. Head over to our new Videos section to view.