Title | ARTBREAKS |
Brand | ABC Arts Channel |
Product / Service | ARTBREAKS |
Category | A03. Online: Fiction & Non-Fiction |
Entrant | HECKLER Sydney, AUSTRALIA |
Idea Creation | HECKLER Sydney, AUSTRALIA |
Idea Creation 2 | MARCEL SYDNEY Walsh Bay, AUSTRALIA |
Production 2 | MARCEL SYDNEY Walsh Bay, AUSTRALIA |
Production | HECKLER Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Andrew Holmes | Heckler | Editor |
Will Alexander | World Wide Mind | Executive Producer |
Garry Jacques | Heckler | Creative Director |
Josh Logue | World Wide Mind | Director |
David Nobay | Marcel | Creative Chairman |
Holly Alexander | Marcel | Head of Content |
Katy Alexander | World Wide Mind | Producer |
Warwick Thornton | World Wide Mind | Director |
Simon Harsent | Pool Collective | Photographer |
Michael Corridore | . | Photographer |
Susan Stitt, ACS | Rapid Films | Cinematographer |
Tim Georgeson | Sam I Am | Photographer |
Greg Constantaras | Heckler | Colourist |
Aborah Buick | Heckler | Producer |
Ashley Barron | . | Director Of Photography |
Jo Ley | . | Illustrator |
James Briscoe | . | Animator |
Adam Howden | . | Cinematographer |
Jo Morris | . | Editor |
Michelle Parker | World Wide Mind | Managing Director/ Executive Producer |
Simon Lister | . | Photographer / Director |
In all the project took over 3 months to complete: from selecting an assortment of actors to read the 8 poems, to finding 8 Australian photographers and filmmakers eager to take up the challenge. From there, from a traditional agency production perspective, we essentially abandoned all the rules: there was no “client presentation”, no “storyboard”, no “pre-pro” and, as an agency, we weren’t even involved in the edit. In fact, in the case of the poem “Ancient Eye”, we only discovered the director, Warwick Thornton, had taken the artistic liberty to have the poem translated into authentic indigenous language a week before it aired on the ABC. Similarly, one of the poems was directed in Bangladesh and another in the desolate forests of Canada, with zero input from us. As we say, Artbreaks was a uniquely brave exercise in creative improve on behalf of not just us, but our client.
ArtBreaks launched on the 1st April and aired for one month until 1st May on ABC iView. It is still available online to view at artbreaks.com.au
ArtBreaks has been shared on multiple platforms including social media, like Facebook and Twitter which allows for many people to view it in other ways other than on iView. This increased public knowledge not only for ArtBreaks, but for the new ABC Art channel as well.
To demonstrate the ’s commitment to Australian artists, we put our advertising directly in their hands…by giving over 20 Australian artists - from photographers and directors to actors and musicians – 8 original poems, penned by us, and entrusting them to realise our words with no supervision and the artistic freedom to interpret them in their own natural way. The resulting 8 films “artbreaks” were hosted on the ABC’s Iview channel for one month, as well as shared globally via artbreaks.com.au
All 8 films were hosted on the ABC’s Iview online channel, which enjoys an even higher viewership than their main TV channel, for one month, from April 1st 2016. The project received enormous coverage in both creative and general media, including The Australian Magazine, GQ, SHOTS and Independent Film. The project itself is now planned to become an integral part of D&AD’s 2016 live craft program in Sydney and we are currently in discussion with the ABC to create a second series of Artbreaks for 2017.