Today was my second master class of the week and I preferred this one much more. The HP Graphic Arts and BBDO master class was well put together. The class explained and demonstrated the Billboard Magazine campaign, which I thought, was really creative and original. The campaign evolved around the idea of representing a musician by the artists that influenced them over their lives. This process was very tedious because they had to go through every single music video of the specific artist and find a single frame that everyone would recognize. Once they had the frames of the artist, they would combine all the pictures of the artists and make a picture of the musician out of the artist of whom he was inspired by. While the speaker was explaining all the steps to complete this picture it sounded like it would take hours and hours on end to finish. Much to my surprise they chose four people from the audience to be volunteers while demonstrating the process. They took a picture of each of the volunteers and asked them who their four favorite artists in the music industry were. A real-time demonstration was shown on the screen for everyone to see and it lasted about seven minutes for each volunteer. They showed the program processing each picture of the volunteer as it ran through the appropriate phases needed to turn a regular picture into one that is made up of that particular person’s favorite artist. Thanks to HP the volunteers were shipped their digitalized pictures so they could be hung in their rooms. How cool! This workshop proved that you don’t have to be in the category of film to be creative and find ways to interact with the people. This campaign was run on the Internet and people could actually customize their own digitalized photographs off the Internet. HP even chose a lucky person to have their digitalized picture be shown on the front cover of a magazine!
They also created an alphabet featuring pop star’s history and events that have been crucial to their musical career. The alphabet is kind of like a game and fans can guess what each letter represents. I am a big Michael Jackson fan and they used his alphabet as a sample to show us. I was stumped on some of the letters and when they revealed what it referenced, I was like oh yeah! It was really cool! The speaker closed saying that he couldn’t have accomplished the successful campaign without the help of his team and this concept has been a reoccurring theme throughout the week of the fesitval. One cannot execute a concept or idea by himself—having a team to work with you and carry out the vision is a guarantee to success. I thought this information would be great advice to carry with me throughout my working career.
After the workshop, Chris Hall from BBDO spoke with us briefly, and I thought he was very nice. He constructed his lecture around three key take away points. The first was creative communication is more effective. Having a creative ad can increase its effectiveness x 11, which is better sales for the product and better off for the client—making everyone happy. The second take away was that we are in the golden age of creativity. The increased number of categories shows the increasing number of opportunities to be creative and explore with creativity. He said that there will be more changes in the next five years than there has been in the last twenty-five. That’s exciting for our generation, because the opportunities are becoming endless. The last point was that great work is a team sport. Without collaboration nothing will be accomplished.
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