FIDM/Fashion Institute of Design & Merchandising hosted studio executives from Focus Features and Disney Interactive Studios to announce the winners of the 9th Annual Key Art Awards Student Competition, sponsored by The Hollywood Reporter and the Association of Entertainment Marketing Agencies (AEMA) on May 8 at its Los Angeles campus.
Every year, students in FIDM’s Graphic Design and Digital Media departments participate in The Hollywood Reporter’s annual Key Art Awards Student Competition. This year, FIDM played a unique role in the competition by hosting a half-day event to announce the 2010 final student winners.
FIDM Students submitted entries for this year’s competition, along with students from various other colleges from around the California, including California State University, Fullerton; UCLA Extension; California Polytechnic State University, San Luis Obispo; the University of Southern California; Westwood College in Los Angeles; Orange Coast College; Los Angeles Film Studies Center; and Columbia College Hollywood.
Applicants could enter a movie preview Trailer or movie poster One-sheet for this year’s provided film, Atonement. This year’s competition offered a unique challenge to students to create marketing that was reflective of the variety of moods and themes within the movie, said Jeff Bacon, the Chairman of the Student Competition. “I think the students responded beautifully,” he said.
Judges considered factors such as originality, creativity, craftsmanship, and strong concept to determine the finalists. Of the semi-finalists, four FIDM Students were selected: Digital Media Major Khushboo Parikh for her Trailer; and Graphic Design Majors Bryan Counts, Alexander Martino, and Mansi Patel for their One-sheets.
“I used the purple rose as an element of my poster because it is a symbol of love at first sight,” said Patel, 23, who is in her last quarter of the Graphic Design Entertainment program at FIDM. She said that this project was a unique experience for her because it was the first time that she used her own photography. “It’s important to not doubt yourself,” she said.
Prior to the awards ceremony, FIDM was honored to host several industry guests including previous Key Art Awards Student winners, and top executives from Disney Interactive Studios and Focus Features. “This was a very special opportunity for students to get feedback from industry professionals to gain real-life advice for their work,” said Marlene Dunn, Graphic Design and Digital Media Department Chair.
To close the event, the President of Marketing from Focus Features, David Brooks, presented the audience with actual samples from the development of the real-life Atonement One-sheet and Trailer marketing campaign. Brooks also publically reviewed the semi-finalists’ One-sheet posters and Trailer’s from this year’s student competition, providing students true-to-life critique of their work from an industry professional. Brooks, whose agency provided the assets for Atonement for this year’s student competition said he would be open to being involved in the competition again in the future. “Looking at what I do through student eyes was a fun and really worthwhile exercise for me,” said Brooks. “I found it refreshing.”
Next year marks the 10th year anniversary of the Annual Key Art Awards Student Competition.