Art Directors Club promises to unlock adland’s secret
The New York branch of the Art Directors Club has partnered with YouTube to unveil a series of behind- the-scenes documentary videos – detailing the marketing and creative process behind online work.
The announcement:
NEW YORK, September 20, 2010 — Extending their ongoing partnership to showcase the best creative marketing online, the Art Directors Club and YouTube announce the launch of the “The Creative Process Illustrated – on YouTube”, a new series of documentary video shorts in which top agency creatives and marketers provide a rare behind-the-scenes look at how great online work is made.
The documentary series examines the tangible aspects of the creative process, bringing it to life in the words of leading creatives in the field. The interviews look at how the process works within the new ecosystem of digital marketing where efforts on multiple platforms must work together to engage consumers, and how creatives have successfully maneuvered specific client requirements, issues, budgets and branding challenges.
Interview subjects for the first round of “Creative Process” films are Kevin Roddy, chief creative officer, BBH New York; Benjamin Palmer, co-founder, CEO, The Barbarian Group; the Wieden+Kennedy team of art director Craig Allen and copywriter Eric Kallman, who are responsible for the recent Old Spice campaign, and Terrence Kelleman, president and designer at Dynomighty Design, a small Brooklyn-based business that designs a range of lifestyle products.
The films will be premiered at a free Advertising Week event on Tuesday, September 28 from 7:00-9:00 pm at the ADC Gallery in New York (includes drinks and hors d’oeuvres). After the premiere, the films will posted on YouTube Show & Tell (https://www.youtube.com/ytshowandtell).
Film interviews are conducted by Deborah Morrison, distinguished professor of advertising at University of Oregon School of Journalism and Communications, and Glenn Griffin, Ph.D and professor of advertising at Method Creative, Southern Methodist University-Temerlin Advertising Institute, who are co-authors of the new book The Creative Process – Illustrated that addresses many of the same issues covered in the films. Morrison, who last year was named an ADC Grandmaster in honor of educators who have shaped the field and mentored many others to greatness, and Griffin serve as co-creative directors on the documentary project.
The partnership between the two organizations began in April 2010 with the launch of YouTube Show & Tell, a gallery-style brand channel highlighting the best marketing examples on the site. YouTube serves as the platform for Show & Tell, and ADC curates a new body of work each quarter in four categories: Viral Hits, Interactive Video, Brand Channel and Home Pages.
“The Creative Process Illustrated – on YouTube” documentary series is an outgrowth of a popular section of Show & Tell called Creative’s Corner, where a changing panel of well-known creative and strategic experts in advertising, design and interactive review the content and sound off on industry trends, both in writing and in video interviews. These reviewers are selected by ADC based on their pioneering ideas, body of work and contributions to the industry, and represent a range of creative thinking and execution to ensure that the brand channel represents a broad cross-section of perspectives.
“These film shorts are a great way to get inside the art and science of creativity,” said Doug Jaeger, ADC president. “YouTube and ADC created Show & Tell as a special forum for discussion of creative thought leadership, a place where top creatives and marketers can engage in dialogue about the challenges and opportunities they face every day. These film interviews offer a rare view behind the curtain to reveal the different ways that successful creative processes works.”
The documentary films also illustrate how YouTube has become an easy, cost-effective platform for providing engaging experiences, and how the company has substantial resources in place to help agencies and clients of all sizes to explore the opportunities. For example, many agencies use YouTube as a cost-free test platform for television and digital video concepts, then use viewer feedback and other test results to refine the work before buying network and online media for the spots.
“The Creative Process Illustrated – on YouTube” free film premiere event September 28
To RSVP for the “The Creative Process Illustrated – on YouTube” film premiere party during Advertising Week (September 28 at the ADC Gallery, 106 W. 29th St., NYC, 7:00-9:00 pm, free admission with drinks and hors d’oeuvres), please visit www.adcglobal.org/adc/events/calendar/#206
To sign up for the ADC-YouTube Show & Tell e-newsletter and get information about how to submit work for consideration, please visit http://www.adcglobal.org/showandtell
Source: ADC press release
