IADT
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Overview
International Academy of Design & Technology (IADT) is after a different type of student, one that is driven to create, learn and merge their skills with the technology driven jobs of the future. We created a series of :30 television spots to get the word out to their potential students.
Approach
Merging live action and VFX, each vignettes features a different type of student, from Audio Engineering to Information Technology. Creating the vignettes required a mix of 3D design, compositing and shot tracking.
How can education keep up with the speed that technology is changing? The central question of students today is - "what should I study?", understanding that what they choose to invest their time in today, may be outdated even by the time they finish.
This campaign was lauched pre-covid, when online education was still seen with a lot of question marks surrounding the methods involved and value of the education through a digital medium. My role on this project was Art Direction on the agency side, responsible for the design aesthetic and core conceptual development. I worked with the talented team at ALMA MATER on the end production from sketch to finish.
One thig that was key in the visual aesthetic was to toe the line between technology enhancement and mutation. We were careful to design visuals that felt integrated into the student as a source of their passion, drive and identity, versus something that was overtaking them, revealing their true self rather than transforming them. Each visual was selected to connect to a different core piece of the curriculum, and editorial design played a big role in connecting the space between each student.
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