Art Center’s graduate Film program offers developing filmmakers an immersive opportunity to refine and expand their visual storytelling abilities. For the new 2015-16 Graduate Studies Viewbook, we profiled three members of that community: Lizbeth Chappell, Mego Lin and Matthew Ward. Here are their stories.
Posts Tagged ‘commercial’
Big in France…and beyond: Two-time Cannes Lions award winner Sebastian Leda conquers the Hispanic commercial marketFriday, July 18th, 2014
To be embraced by the notoriously finicky French is a badge of distinction for any artist. Just ask Jerry Lewis. Or Mickey Rourke. Or Charles Bukowski. Or for that matter, Sebastian Leda (00 Film), who won his second award at Cannes Lions this past May for a commercial entitled “Robocop.”
What separates Leda from the legions of directors and producers who have exited the festival with statuettes in hand is that Leda and his longtime creative collaborator, Francisco D’Amorim, are the only winners to have received prizes for spots targeted at the Hispanic market. Both “Robocop,” which took home this year’s Silver Lion award, and “Crying,” which garnered the Gold Lion at the 2010 festival, represent the kind of high production value commercials tailored to Latino audiences defining all the work produced by Dos Ex Maquina, the company Leda formed with D’Amorim shortly after graduating from Art Center.
Cannes Film Festival voters are far from alone in recognizing the value and vast reach built into Leda and D’Amorim’s business plan. The duo has been thriving both critically and commercially ever since they made the fortuitous (or prescient) decision to distinguish themselves from LA’s mob of young, hungry directors by catering to an under-served and rapidly growing viewership.
In the Q&A below, Leda gamely agreed share a few ingredients in the special sauce that’s given him a competitive advantage in the world’s most competitive (and lucrative) industry.
In April I traveled to New York with Art Center Film alum Armen Perian, with whom I collaborated on the above spot, TROJAN | Experiments, whose creative team also included cinematographer, Mike Reyes and producer, Greta Kahlitz. The purpose of the trip was to attend the 2014 International ANDY Awards Show and Party at TriBeCa Rooftop. For the past 50 years, ANDY’s have been the gold standard in honoring creative excellence in advertising. So we were incredibly honored to attend the prestigious event, where Chairman David Droga and the jury honored the night’s winners and celebrated the boldest names in advertising, including industry legend David Abbott, Lee Clow, Jeff Goodby, Bob Greenberg, Sir John Hegarty, Rich Silverstein, Mary Wells Lawrence and Dan Wieden.
We had a delightful time, and TROJAN | Experiments received an International ANDY Award in the student category. So how and why did we produce an award-winning spot for condoms, of all things? Read on to find out.
It is with great sadness that I write to inform you of the passing of our colleague and member of the film faculty, Michael Gottlieb. Michael was in a tragic motorcycle accident late last week, and we are deeply pained by his loss. He was 69 years old.
Writer/Producer/Director/Photographer Michael Gottlieb was raised in New York. The man whom he thought of as a father, Dr. Francisco Marino, was a prominent psychiatrist who mentored Michael through his teen years and beyond. Michael began his professional career working as an assistant on film and photo shoots and found great success as a fashion photographer. This, in turn, led to his becoming a Clio Award-winning commercial director and cinematographer, making many national spots for such clients as Xerox, Coca-Cola and McDonald’s.
Jake Viramontez was busy making documentaries until a contest announcement, sponsored by Chevrolet, calling for spec commercials tying family cars to Mother’s Day inspired him to expand his portfolio into a genre best described as doc-style promotion (aka the heartwarming, triple-hanky TV spot).
He quickly settled on a concept — a dad takes his crying baby out for a joyride in the family Chevy to give mom a moment to rest — derived from his sister’s bout with new-parent fatigue. He then submitted the idea and was picked as a finalist among nearly 300 entries from 34 countries. Now Viramontez’s spot, ‘The Extra Mile,’ will air on Mother’s Day during The Today Show and Good Morning America. “We chose ‘The Extra Mile’ because it’s a beautiful tribute to what Mother’s Day is all about: a day to honor mothers and show appreciation for all of the special things they do every day,” said Paul Edwards, vice president, Chevrolet Marketing at General Motors.
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.
Dove Real Beauty Sketches, directed by John X. Carey, sets new record
Viewed more than 114 million times and counting, it became the most watched Internet commercial of all time in less than a month online, the New York Daily News reports. This week it surpassed the previous record holder, the Evian Roller Babies, notes Mashable.
What makes the three-minute video, directed by Art Center College of Design film alumnus John X. Carey for Dove’s Real Beauty campaign, so compelling?
A woman walks behind a curtain, where a forensic artist draws her based on her description of herself. What she doesn’t know is that another person will come in later and describe her as well. When the two sketches are placed side by side, there’s an obvious difference between how these women perceive themselves and how others perceive them. And when the forensic artist asks, “Are you more beautiful than you think?” the video captures their emotional responses.
In the end, they’re all beautiful.