Aside from my usual consulting, expert witnessing and teaching, I occasionally get called upon to do something out of the norm.
Recently, I had the interesting task of being a kind of “executive producer” for six commercial spots (30 seconds each) and six “viral” videos (1 minute to 15 minutes each).
There’s a brand of Tequila called Avion – it’s been voted the world’s best tasting. The entrepreneurial founder of Avion Tequila, Ken Austin, came out to my Art Center College of Design Advanced Workshop class and gave the students a challenge: the six best proposals for a new commercial and the six best proposals for a “viral” video would each be awarded $2500, and the winner of each category (determined by number of votes, clicks, tweets, etc.) would each be awarded $10,000!
Nearly 100 concepts (accompanied by storyboards, look-books, pitches, mood boards) were submitted, and Avion chose the finalists. They each, then, had two weeks to produce entirely their films.
I’m extremely pleased to tell you that everyone fulfilled the task!
To see ALL the finalists, go to YouTube and type in “tequila avion art center.” AVION, NO CHASER and TAXMAN were the winners, but all the finalists’ work is up.
This shows what you can do in a VERY short time when you’re guided by a theme and a purpose.