With offices in New York and Los Angeles, Brand New School is a bicoastal directing collective working in all fields of commercial art. Recently the company has directed popular commercials for VW, Toyota, Target, Vodafone, Coca-Cola, Pepsi, and EA Sports, and worked with agencies such as Arnold Worldwide, Wieden+Kennedy, TBWA\Chiat\Day, DDB and JWT. The company has also helmed viral ads and music video clips that earned MVPA nominations and even took home the MVPA for Best Visual Effects of 2005. In addition to branding, consulting and design, the company’s award-winning work has aslo included writing and directing popular station identifiers. The IDs Brand New School wrote and directed for VH1 Classic are still airing, five years after they were produced.
Presenter — Eric Adolfsen
Eric first worked at Brand New School in 2006. He has since worked on numerous campaigns for companies including BBC, Southwest, The Bank of New York Mellon and Toyota. Born and bred in New York City, Eric studied Arts-Semiotics at Brown University and also earned an MFA from Yale.
Presentation — PASS/FAIL
No one is immune to rejection. Whenever starting a new pursuit, we must recognize the possibility of never reaching our planned goal. At Brand New School, our faculty remind students to find value in every creative exploration. Only through experimentation and testing the limits of our imagination can we hope to make new discoveries. This presentation will look at several recent case studies from Brand New School over the past few years. Projects will range from award-winning television commercials to unsuccessful pitches to projects that failed to pass the feared 'focus group' test. We will trace the lives of several projects from their earliest inception, gaining insight into how commercial concepts are formed, tested and evolved.
