AICP short film asks, are you ‘Obsessed With Craft’?

Obsessed with Craft is a new short film released by AICP to promote entries to the AICP Awards — The AICP Show, The AICP Post Awards and The AICP Next Awards. It features the world’s most obsessive crafter talking about her love of craft and her belief that, at its heart, “craft is a symphony of detail.”

The woman of crafty obsession was captured by director Matt Piedmont of Prettybird. She utters the profundity while wearing a crocheted vest, nestled in her cramped workshop and surrounded by items resplendent in their beads, bangles and other handcrafted gewgaws.

The AICP Awards are now accepting entries across all three of its shows. The deadline to enter is February 14, 2020. To view the film, go to



Behind the scenes
Conceived by a creative team at R/GA, the film aims to underscore the importance of craft and how the AICP Awards has, for nearly thirty years, celebrated craft in advertising.

The obsessive craftsperson, who at one points offers the aside that “there seems to be a lot from Brazil these days” after noting that “good craft knows no borders,” represents the preoccupation AICP Awards juries have always had with identifying excellence in craft.

There’s also a nod to the fact that for the first time ever, the AICP Show – like the AICP Post Awards and AICP Next Awards – is now open to international entries in all craft and concept categories.

The film closes by telling viewers they can have their work “recognized by the other people obsessed with craft,” and provides a web address where viewers can find full details on entering all three competitions.

The AICP Post Awards premieres on May 6 in New York at CNVS, while the The AICP Show and the AICP Next Awards premiere during AICP Week, June 9 through 11, in New York. The debut of the AICP Next Awards are the evening of June 9 at The Tishman Auditorium, while the AICP Show gala premieres on June 11 at MoMA.

AICP “Obsessed with Craft” creative cred-its
Advertising Agency: R/GA
   EVP, Chief Creative Officer: Tiffany Rolfe
   Associate Creative Director: Zack Roif
   Senior Copywriter: Chloe Saintilan
   Art Director: Emily Stetzer
   Junior Copywriter: Nam wan Leavell
   Account Manager: Madeleine Rogers
   Strategy Director: Martin Vogts
   Global Awards Manager: Blakely Bar Lev

Cast: The Crafter: Carmella Riley

Production: PRETTYBIRD
   Director: Matt Piedmont
   Director of Photography: Giles Dunning
   President, Executive Producer: Ali Brown
   Producer: Bernard Rahill
   Production Supervisor: Mike Garcia
   1st Assistant Director: Ed Walsh
   2nd Assistant Director: Shauna Frontera
   1st AC: Lorenzo Porras
   2nd AC: Kristina Lechuga
   DIT: Scott Beckley
   Gaffer: Tracey Estes
   Best Boy Electric: Lou Ramos
   Electric: Anderson Lau
   Electric Driver: Lee Majors
   Key Grip: Adam Kolegas
   Best Boy Grip: Daniel Tucker
   Grips: Max Joslyn; Izzy Ernst
   Grip Driver: Tigran Aghasaryan
   Production Designer: Clayton Hartley
   Art Coordinator: Sarah Schweppe
   Set Decoration: Jon Bush
   Lead: Nick Stanton
   Dressers: Steve Coover; Corey Doyle; Nick Rake
   Prop Master: Drew Kennedy
   Prop Assistant: Steve Auernhammer
   Driver/Dresser: Ryan Martinez
   VTR: Ken Perkins
   Sound: Alex Lamm
   Boom: Dylan Lamm
   Script: Katy Jelski
   Costume Designer: Keith Wager
   Wardrobe Assistant: Amber Becton
   Make-up: Melissa Rogers
   Location Manager: Edwin Allen
   Production Assistants:
   Sarah Gray, Travis Davison, Madi Shelpuk,
   Frank Guzman, Marc Schneider

Editorial: Big Sky Edit
   Editor: Ben Jones
   Assistant Editor: Colleen McKay
   Executive Producer: Sarah Van Tassel
   Producer: Ali Corsie

Online/Color: Company 3
   Colorist: Jenny Montgomery
   Executive Producer: Ashley McKim
   Junior Short Form Producer: Jenny Montgomery

Music: Yessian Music
   Composer: Mike Dragovic
   Executive Producer: Marlene Bartos
   Producer: Matt Zinone

Audio Post: Heard City
   Audio Mixer & Sound Designer: Jeremy Siegal
   Producer: Andi Lewis
   Executive Producers: Sasha Awn; Jackie James
   Managing Director/Partner: Gloria Pitagorsky

AICP represents, exclusively, the interests of independent companies that specialize in the production and post production of commercials in various media—film, video, digital—for advertisers and agencies. The association, with national offices in New York and Los Angeles as well as regional chapters across the country, serves as a strong collective voice for this $5 billion-plus industry. Founded in 1972, AICP assists its members by: disseminating information; representing production and post production companies within the advertising community in business circles, in labor negotiations and dealing with employment issues; and before governmental officials; developing industry standards and tools; providing professional development; and marketing American production and post production via events and awards shows.