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    Home » R/GA, PRETTYBIRD Director Matt Piedmont Are Obsessed With Craft For AICP Awards

    R/GA, PRETTYBIRD Director Matt Piedmont Are Obsessed With Craft For AICP Awards

    By SHOOTFriday, January 24, 2020Updated:Tuesday, May 14, 2024No Comments4407 Views
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    This short film directed by Matt Piedmont of PRETTYBIRD for agency R/GA introduces us to a woman who’s as obsessed with craft as AICP Awards’ entrants and honorees.

    The short promotes entries to the AICP Awards–The AICP Show, The AICP Post Awards and The AICP Next Awards–through the world’s most obsessive crafter who talks about her love of craft and her belief that, at its heart, “craft is a symphony of detail.” She utters this 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. 

    The short aims to underscore the importance of craft and how the AICP Awards has, for nearly thirty years, celebrated craft in advertising. Our 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. It’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 to access info on 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.

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    Credits

    Client AICP Awards Agency R/GA Tiffany Rolfe, EVP, chief creative officer; Zack Roif, associate creative director; Chloe Saintilan, sr. copywriter; Emily Stetzer, art director; Nam wan Leavell, jr. copywriter; Martin Vogts, strategy direcvtor; Blakely Bar Lev, global awards manager. Production PRETTYBIRD Matt Piedmont, director; Giles Dunning, DP; Ali Brown, exec producer; Bernard Rahill, producer; Mike Garcia, production supervisor; Ed Walsh, 1st assistant director; Shauna Frontera, 2nd assistant director; Clayton Hartley, productio ndesigner; Sarah Schweppe, art coorindator; Jon Bush, set decoration; Alex Lamm, sound; Keith Wager, costume designer; Melissa Rogers, make-up; Edwin Allen, location manager. Editorial Big Sky Edit Ben Jones, editor; Colleen McKay, assistant editor; Sarah Van Tassel, exec producer; Ali Corsie, producer. Online/Color Company 3 Jenny Montgomery, colorist & jr. short form producer; Ashley McKim, exec producer. Music Yessian Music Mike Dragovic, composer; Marlene Bartos, exec producer; Matt Zimone, producer. Audio Post/Sound Design Heard City Jeremy Siegal, audio mixer/sound designer; Andi Lewis, producer; Sasha Awn, Jackie James, exec producers; Gloria Pitagorsky, managing director/partner. Cast Carmella Riley 

    Genre:Comedy
    Media Type:Film: Web
    ScreenWork Categories:Short film
    Video Tags:AICP AwardsMatt PiedmontPRETTYBIRDR/GA



    UNICEF and Artplan Turn Classroom Into A Greenhouse To Show How Climate Change Is Disrupting Education Worldwide

    Friday, December 12, 2025

    Climate change is increasingly affecting children’s access to quality education worldwide. In schools across multiple regions--especially in tropical and low-income countries--extreme heat waves have emerged as a silent barrier, undermining concentration, academic performance, and the physical and emotional well-being of millions of students and teachers. To make this invisible crisis impossible to ignore, UNICEF Brazil set up an immersive installation called “Unlikely Greenhouse” at the Esplanada dos Ministérios, a landmark avenue in Brazil’s capital where federal ministries and major civic demonstrations are located.

    The installation transformed a life-size, scenographic classroom into a literal greenhouse heated to 38°C (100°F), simulating the temperatures many children already face in real classrooms during heat waves. By allowing visitors to feel the discomfort caused by extreme heat, UNICEF sought to demonstrate how rising temperatures are reshaping the basic experience of attending school and to reinforce the urgent need for climate adaptation within educational systems.

    The concept is simple yet powerful: in numerous regions, temperatures are rising to levels that make healthy learning virtually impossible. Under such conditions, schools resemble greenhouses more suitable for cultivating heat-resistant plants than for fostering educational activities.

    Beyond the physical experience, children who visited the greenhouse were invited to participate in educational activities about how climate change affects daily school life. The “Unlikely Greenhouse” project was conceived by ad agency Artplan in Brazil.

    “‘Unlikely Greenhouse’ starts with a direct question: how can scientific data be transformed into an... Read More

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