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AICP Awards Finds Someone as Passionate About Craft as They Are

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The short film directed by Matt Piedmont of PRETTYBIRD introduces us to a woman who’s as obsessed with craft as the AICP entrants and honourees

AICP Awards Finds Someone as Passionate About Craft as They Are

Is there anyone out there who’s as obsessed with craft as the AICP Awards? There is, and we think we’ve found her!

In a short film just released by AICP to promote entries to the AICP Awards – The AICP Show, The AICP Post Awards and The AICP Next Awards – the world’s most obsessive crafter 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 competitions. The deadline to enter is 14 February, 2020. To view the film, go to

Conceived by a creative team at R/GA in New York and directed by Matt Piedmont at the US and UK-based production company PRETTYBIRD, the film aims to under-score 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 news of AICP Show’s new international eligibility was announced in December, as was the appointment of Ali Brown, President of PRETTYBIRD, as the chairperson of the AICP Show. She joins the award-winning editor Chris Franklin of Big Sky Edit in New York City, who was recently named Chairperson of the AICP Post Awards.

The film closes by telling viewers they can have their work 'recognised 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 9th through 11th, in New York. The debut of the AICP Next Awards are the evening of June 9th at The Tishman Auditorium, while the AICP Show gala premieres on June 11th at MoMA.

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AICP 'Obsessed with Craft' Creative Credits

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


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 Schnei-der


Editorial: Big Sky Edit

Editor: Ben Jones

Assistant Editor: Colleen McKay

Executive Producer: Sarah Van Tassel

Producer: Ali Corsie

Company 3

Colourist: Jenny Montgomer

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

Audio Post: Heard City

Audio Mixer and Sound Designer: Jeremy Siegal

Producer: Andi Lewis

Executive Producers: Sasha Awn; Jackie James

Managing Director/Partner: Gloria Pitagorsky

Genres: Comedy

AICP, Thu, 23 Jan 2020 18:41:18 GMT