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 ObsessedWithCraft.com.
AICP | MATT PIEDMONT
OBSESSED WITH THE CRAFT
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
ABOUT AICP
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.
