Brief
Boost The Florence Academy of Art brand in order to establish a connection to the digital generation.
When
January 2017 – April 2017
Outcome
We defined a new competitive brand position for The Florence Academy of Art. We gave the organisation a much needed brand refresh. We created an activation campaign to address the digital native generation.
Complexity
4 / 5
The background.
The Florence Academy of Art is a Traditional Art School with significant presence globally when it comes to training the best realist painters around the world. With schools in Florence/Italy, Gothenburg / Sweden and New York, the institution has been struggling to attract top talent from the Nordic countries. This comes as no surprise, since the upheaval of digital art forms has signalled the beginning of the problems for traditional art schools around the world; even more so, for digital-savvy countries like Sweden. As a result to this, FAA, amongst other institutions, has been facing a surging challenge to bring in the right candidates.
Uncloudy & Co was assigned to help tackle the situation.
The challenge.
The field of traditional realist painting is a very niche area, adressing a very limited array of people. Upon our research, we realised that the majority of the general public in the area of Gothenburg was not even aware of the school’s presence in the country, but had heard of the sibling institution in Italy.
The outcome.
After thorough market analysis, we reached the conclusion that in order to resonate with potential art students we needed to redefine what it means to be a traditional painter in the era of Photoshop. Traditional realist painting is about building a connection with what is real. It is being mindful and focused in the world of digital surfaces and interruprions. It is creating something real. Something one can “perceive” with all of their senses.
“Maybe we had a bit too much screen time. And maybe the remedy to the digital generation’s biggest problem, digital fatigue, is to shut the computers and go analogue for a while.”
Taking off from that simple insight, we fleshed out our creative idea. We produced the campaign titled “Sense Your Creation” which invites modern desk creatives to experience the real world of senses through real interactions with real material. We created a series of films, based on real testimonials, which are the internal monologues of analogue painters being present in the moment, while gazing at their freshly finished three-dimensional artwork.
We revised the overall identity of the school, to make it more fresh and modern. At the same time, we created a new site and we anchored the campaign “ Sense Your Creation” to a landing page with relevant storytelling.
It would be the first time that a traditional art school communicates with that tone of voice. The films were considered controversial and riotous, both within the art community and outside of it.
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