The Art & Technique of the American Commercial

The Association of Independent Commercial Producers (AICP) opened its annual program at the Museum of Modern Art (MoMA) in New York with “The Art and Technique of the American Commercial”, a short film and a thematically related, 40-foot interactive installation set in MoMA’s Abby Aldrich Rockefeller Sculpture Garden. The installation, with 40 displays, instantly delivers excerpts from hundreds of AICP archive spots to all who approach it.

The Art and Technique of the American Commercial


The Art & Technique of the American Commercial was produced at Brand New School, New York, by executive creative director Jonathan Notaro, managing director Danny Rosenbloom, executive producers Devin Brook, Jason Cohon, art director Chris Palazzo, designers/animators Freddy Arenas, Scott Balles, animators Hye Sung Park, Raymo Ventura, editor Eli Marvos, producer Madison Brigode, and production coordinator Zoe Beyer.

“Since this is the 20th anniversary AICP Show, we thought it would be fun to highlight some of the best moments throughout the years,” said art director Chris Palazzo. “After spending just ten minutes in the footage archives, it was clear that we needed the graphic design of the package to take a back seat to the 20 years of seminal content. We wanted to remind people of these achievements, framing it through a design that — like the content itself — broke some rules but felt very modern.”

Original music was by Sacred Noise.

The display system for the interactive installation designed and produced by McCann Systems of Edison, NJ, with Christie(R) MicroTiles(TM) from Christie Digital Systems USA.