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29 JUNE 2012

College for Creative Studies: 1 in 5 Teenagers Will Experiment With Art

"College for Creative Studies's (CCS's) 'PSA' campaign, launched in September, has recently gone viral with more than 1,000,000 hits and shares on various social networking and blogging sites including Facebook and Twitter. Created by advertising agency, Team Detroit (Dearborn, MI), the campaign loosely parodies popular anti–drug campaigns from the 1980s and 90s. This light–hearted approach is intended to help recruit potential students to CCS...

'We understand that applying to an art and design College requires a serious commitment on the part of students and families. There is a competitive entry process and we offer students a rigorous education while providing graduates with a solid career trajectory,' says CCS President Richard L. Rogers. 'With this campaign we are able to convey a serious message in an amusing manner. We are grateful to Team Detroit for spearheading this great effort with their stellar pro–bono work. It is particularly impactful that CCS alumni Vic Quattrin, Brandi Keeler and Michael Burdick helped to develop the campaign.'

The entire campaign is supported by a fully–integrated marketing effort including print, broadcast, outdoor, cinema and online advertisements with the tagline, 'Talk to your kids about art school: a message from the College for Creative Studies.' It went viral due to a post from the Tulsa Oklahoma based Philbrook Museum of Art's Facebook page.

'As an institution that strongly embraces social media and its growing potential, we are always looking for compelling content to share with our online communities. This campaign certainly struck a chord with us on a humorous level, but it is the underlying sentiment and advocacy for the arts as a viable career path that made this campaign special. It was such a pleasure to play a part in this viral phenomenon,' says Online Communities Manager Jeff Martin, Philbrook Museum of Art."

(College for Creative Studies, Detroit)

[The 'PSA' campaign exploits the visual vernacular of public information campaigns such as the Drug Abuse Resistance Education (D.A.R.E.)]

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TAGS

1980s1990s2011ad campaignadvertising campaignadvocacy for the arts • anti-drug campaign • anti-drugs • art and designart and design careersart and design collegeart and design schoolart studentsarts advocacyBFA • broadcast campaign • career path • career trajectory • CCS • cinema campaign • College for Creative Studies • compelling content to share • DARE • Detroit • Drug Abuse Resistance Education • fully-integrated marketing • gone viralhumourintertextuality • lighthearted • marketing campaignMFA • online advertisements • online campaign • outdoor campaign • parody • Philbrook Museum of Art • print campaign • pro bono • PSApublic informationpublic service announcementrecruitment • students and families • talk to your kids about art schoolTeam Detroit • Tulsa Oklahoma • vernacular • viable career path • viral marketingvisual vernacularwent viral

CONTRIBUTOR

Simon Perkins
22 OCTOBER 2011

A mixtape of animation and musical styles

"To celebrate the Red Bull Academy World Tour, the Academy produced a music film that encompasses musical styles from around the world.

Berlin: The soundtrack for this clip is inspired by one of Hansa's iconic album's Iggy Pop's Lust for Life. Like the creation of the music in the studio, the cityscape is built from the many organic, analogue musical artifacts used in the recording studio. Tape creatures climb across the concrete city jungle towards the Berlin Wall–a nod to the studio's physical location.

Paris: The visual inspiration for the Parisian leg of the tour is an collision between the flesh and blood textures of the African soul and funk that comprised the concert, and the architectural backdrop of Paris–the home of the Afrobeat Picks event. Musically, the rhythm builds and the acoustics echo and bounce off the city walls as we travel across the avenues.

Detroit: Inspired by the Detroit automotive industry, from the start the viewer is immersed inside the iconic TR 909 drummachine–a nod to the intersection of man and machine central to the city's musical innovation. As we travel through a CG circuit board city, the cyclical nature of the assembly line process is increasingly apparent transitioning us from the hey days of Motown R&B to the minimal stylings of techno. The theme of repetition was also carried through to the construction of the musical score.

Toronto: The animation style here is directly referenced from the iconic soundclash album Scientists meets the Space Invaders. The four superhero characters battle it out across the streets of Toronto–each one representative of one of the four soundclash crews competing in this event, Afrika Bambaataa's Zulu Nation, Mad Decent, LuckyMe and Toronto All Star. The beginning of the battle is marked by the sound of the airhorn, a nod to the dancehall musical score underpinning this piece.

Melbourne: The bright, visually rich palette of this section is inspired by the coastal location of Melbourne city. Like the experimental nature of the event itself, the narrative of this film explores the relationship between sound and space. The audio of the Melbourne tram chimes set off a wave of fluid illustrated animations that bounce around the screen, visually inspired by traditional aboriginal paintings.

New York: When hip–hop first emerged in the 70s it was the ghetto blaster that amplified the sound of New York streets to the world. To pay hommage, the setting of this film was built from the original tape deck devices. We see a Hudson River constructed of unwound mixtapes. The trains all disappear to one of the five boroughs, a nod to the albums and boroughs celebrated in this event.

Rome: Italy and the Cinecitta studios are credited for producing some of the most influential cinematic masterpieces ever. To celebrate this we created a film that paid tribute to the different genres, from comedy to spaghetti western, 70s cop films & blood–filled horror flicks to psychedelic animations, in one narrative mash–up. A Spaghetti Western inspired track provides the aural backdrop as we pan across the scene culminating in a classic Sergio Leone shot. Along the way we reveal a chaotic assortment of villains, ghouls and policeman all participating in one comedic battle conducted to the tunes of a dead Mexican mariachi band.

London: Inspired by the event theme, Revolutions in Sound, we wanted to create a dominating creature that visually embodies the innovative qualities of the event itself. As the camera cuts around the robot's CG body we see it is inspired by components of modern London architecture. His head is a pulsating subwoofer, an iconic musical artifact central to London's influential bass music scenes and inside his chest we see the magnificent London Eye, the heart of the event itself."

(Red Bull)

Fig.1 'Red Bull Academy World Tour' (2011). Passion Pictures

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TAGS

20112D3D • airhorn • animation • animation style • architectural backdrop assembly line • automotive industry • BerlinBerlin WallCGcircuit boardcitycityscapecoast • concrete jungle • cut-up • dancehall • Detroitdrum machine • ghetto blaster • hip-hophommageIggy PopItalyLondon • London Eye • low-fiMelbournemixtapeMotownmusic videomusical scoremusical stylesNew YorkParisPassion Picturespsychedelic • Red Bull • Red Bull Academy World Tour • repetition • Revolutions in Sound • robotRome • Sammy Bananas • Sergio LeoneSpace Invadersspaghetti westernstop motionsuperherotape deck • techno • Toronto • TR 909 • tram

CONTRIBUTOR

Simon Perkins
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