Tag Archives: Nice Shoes Creative Studio

The Other Art Fair: Brands as benefactors for the arts

By Tom Westerlin

Last weekend, courtesy of Dell, I had the opportunity to attend The Other Art Fair, presented by Saatchi Art here in New York City. My role at Nice Shoes is creative director for VR/AR/360, and I was interested to see how the worlds of interactive and traditional art would intersect. I was also curious to see what role brands like Dell would play, as I feel that as we’ve transitioned from traditional advertising to branded content, brands have emerged as benefactors for the arts.

It was great to have so many artists represented that had created such high-quality work, and unlike other art shows I’ve attended, everything felt affordable and accessible. Art is often priced out for the average person and here was an opportunity to get to know artists, learn about their process and possibly walk away with a beautiful piece to bring into the home.

The curators and sponsors created a very welcoming, jovial atmosphere. Kids had an area where they could draw on the walls, and adults had access to a bar area and lounge where they could converse (I suppose adults could have drawn there as well, but some needed a drink or two to loosen up). The human body was also a canvas as there was an artist offering tattoos. Overall, the organizers created an infectious, creative vibe.

A variety of artists were represented. Traditional paintings, photography, collage, sculpture, neon and VR were all on display in the same space. Seeing VR and digital art amongst traditional art was very encouraging. I’ve encountered bits of this at other shows, but in those instances everything felt cordoned off. At The Other Art Fair, every medium felt as if it were being displayed on equal ground, and, in some cases, the lines between physical and digital art were blurred.

Samsung had framed displays that looked like physical paintings. Their high-quality monitors sat flat on the wall, framed and indistinguishable from physical art.

Dell’s 8K monitor looked amazing. It was such a high resolution and the pixel density was very tight. It looked perfect for displaying a high-resolution photo at 100%. I’d be curious to see how galleries take advantage of monitors like these. Traditionally, prints of photographs would be shown, but monitors like these offer up new potential for showcasing vivid texture, detail and composition.

Although I didn’t walk out with a painting that night, I did come away with the desire to keep my eye on a number of artists — in particular, Glen Gauthier, Paul Richard, Laura Noel and Beth Radford. They all stood out to me.

As the lines between art and advertising blur, there are always new opportunities for brands and artists to come together to create stunning content, and I expect many brands, agencies, and creative studios to engage these artists in the near future.

Nice Shoes opens Toronto studio

A New York City post production mainstay for the past 20 years, Nice Shoes has gone international with the opening of Nice Shoes Toronto. The new studio is made up of creative directors Gary Thomas and Matt Greenwood, design director Stefan Woronko, senior colorist Roslyn Di Sisto and executive producer Kristen Van Fleet.

Prior to joining Nice Shoes, the team (who come from the now defunct post house Smith) delivered a series of vibrant animations and short films for the Cannes Lions Festival, working closely with Leo Burnett Chicago executive producer Juan Woodbury. Van Fleet and Di Sisto also graded Drake’s hit “Hotline Bling,” working with Director X on the color-driven music video.

Thomas, Greenwood and Woronko will also be added to the now-international Nice Shoes Creative Studio roster, which recently showed off the studio’s animation and virtual reality capabilities by designing and editing the opening titles of the 2016 ANA Masters of Marketing Conference.

Di Sisto joins the color and finishing team, who have delivered work for brands such as Volvo, Samsung, Jeep, McDonald’s and MasterCard as well as performers BeyoncéKanye WestLady Gaga and Pink. As executive producer, Van Fleet unites the divisions, working closely with creative studio EP Angela Bowen and color and finishing EP Tara Holmes.

“Toronto is one of the top hubs for advertising in the world, and we’ve assembled a team that reflects the high quality of creative content being produced in this market,” says managing director Justin Pandolfino.

The newly launched location will offer directors and clients in the US planning shoots in Canada a convenient and competitive production partner. Nice Shoes Toronto will be integrated with the studio’s Remote Color Grading network, creating opportunities for Di Sisto to work with clients throughout North America and for clients in Toronto to connect with the company’s full roster of colorists. Di Sisto will be working with FilmLight’s Baselight and with monitors calibrated by Nice Shoes’ team of engineers.

“Our Toronto studio not only extends our physical reach, but it expands the combined resources and talents of all locations, allowing us to be a more versatile and nimble partner to our clients,” adds Nice Shoes Creative Studio EP Bowen.

Main Photo Caption: (Back Row, L-R) Gary Thomas and Matt Greenwood. (Front, L-R) Kristen Van Fleet, Stefan Woronko, Adrian Gluvakovich and Roslyn Di Sisto.

NAB: Exploring collaborative workflows on the exhibit floor

By Adrian Winter

It was back to the showroom floor for me today as I checked in on a number of exhibitors with an eye toward collaborative workflows.

My first stop was the Adobe booth to take in a demonstration of Adobe Anywhere — Adobe’s collaborative platform for Premiere, Prelude and After Effects.

The workflow is built around a number of users, working either in house or remotely, that can access and work with the same footage all stored in one place called a Collaboration Hub. This Continue reading