Three Legged Legs, a directing team with Green Dot Films in LA, recently received a Silver Addy Award for their delivery of art to the streets of LA in the 1:15 viral video, “I Art LA,” for The Center: South LA. The fully animated online PSA encourages viewers to help bring arts centers to South Central Los Angeles. The Center: South LA used this viral as an engaging and sharable means for propelling its fundraising campaign and gaining community support online.
“I Art LA” opens with a piece of paper tearing open to reveal colorful painted paper designs as the voiceover begins, “The world is full of all kinds of good stuff: pretty, beautiful, awesome stuff.” The animated images transform into paper fortune tellers depicting arts activities, which then unfold into an outline image of the Los Angeles skyline that is quickly canvassed in vibrant color. The voiceover continues, “Art should be everywhere and made by everyone. But unfortunately, it’s not.” An animated graphic map of L.A.’s art facilities shows a black void in South L.A., as voiceover ponders where the arts are in South L.A. The rhetorical question is answered with posterized messaging that accompanies the continuing voiceover: “They’re at the center, that’s where… Well, not yet, but they will be with your help.” A series of paper people cutouts eventually fold into a smiling face as the voiceover highlights the benefits of, “lower crime stats, lower truancy, higher self-esteem, community cohesion, leadership skills, money skills, life skills.” The moving sketched papers continue to animate the voiceover, which concludes: “So join in and help us build The Center: South L.A. From South Central to Creative Central. I Art LA.” The spot closes with The Center: South LA logo.
Click on the image below to play the I Art LA video in YouTube (HD)
Look for The Center: South LA at the upcoming Earth Day South LA event on April 16th, where they will be making Earth Day T-shirts and teaching dance with local kids.
The I Art LA project was developed at The Center: South L.A. by art director Jessica Talmadge and copywriter Tiffany Stark.
Filming was shot by directors/creative directors Three Legged Legs (Greg Gunn, Casey Hunt and Reza Rasoli), via Green Dot Films, Santa Monica, with managing director Rick Fishbein, executive producers Darren Foldes and Rich Pring, designers and animators Issac Park, Nicole Smarsh, Sara Tramp, illustrator John Sweeny.
The Center: South LA sought out Three Legged Legs directly after seeing some of the trio’s striking previous animation work. The filmmakers immediately jumped on board, hatching the inspired idea to employ the budding talents of four sophomore interns from their alma mater, Otis College of Art and Design. Three Legged Legs mentored the students along the way to create innovative work, which they combined with the high production values Green Dot brings to all its projects. Says Green Dot EP Darren Foldes, “By engaging interns for this project, we were able to get even closer to the youthful roots associated with the purpose of the center.”
Original music and audio editing was done by Sean Hart. Recording was by Christopher Drews.
See more on the background to the making of the I Art LA commercial at Three Legged Legs.