Working alongside agency partners Ogilvy & Mather, we developed a creative proposal designed to communicate a different side of BP. Focusing on BP’s strong on going commitment to the arts, we wanted to reveal the intimate stories behind the most prestigious portrait award in the world. We produced a 30-minute broadcast documentary alongside 4 short films. The goal was give a behind the scenes look at the personal stories central to the work on display at the exhibition and allow the viewer a glimpse into the artistic process behind a portrait and the delicate relationship of artist and sitter.
With these films, we wanted to communicate a side to BP that the general public do not often know of as well as a behind the scenes look into the artists studio. Through online and broadcast distribution we reached a wide audience who came to the films primarily through an interest in arts, culture and the portrait award.
Measures of Impact and Effectiveness
With What the Artist Saw, we delivered a body of work that reached far beyond original expectations; inspired by the stories we were unearthing, the client decided to commission a longer documentary. This has been broadcast numerous times on Bloomberg Television and now lives on their site. The 4 shorts have also been very well received and are viewable via Youtube.