PERSPECTIVE TUESDAY, FEBUARY 2015 | Year XXXVIII | Number 00 | URSTEIN EDITION | Price: GOOD IDEAS
Image from the Concept : Akombo 2014/15
Art and War How is War Art
Conecptual Developement Class : Concepts on the topic [ WAR ] by 1st. Semester MMA _MMT Bachelor
Till Fuhrmeister - URSTEIN
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onception is essential a MultiMediaArt and MultiMediaTechnology, everything starts from there. Students from different directions and areas come here and try to unfold their creative potential. Technical skills are important but will not produce anything of meaning as long as there is no creative spark or a great idea that demands those technical skills, creating something of relevance. The typical student comes from a school system which teaches him/her to learn rules by heart, use them correctly to achieve very good results. In mathematics, physics or history, the students are used to stick to rules that help them to find solutions to given problems. But then they start the “concept development” course and all of a sudden everything changes. They are being told that the most important rule is, there are no rules. This leaves them helpless at first because it contradicts everything they learned so far. The next bad news is, there is nothing they can rely upon except their own creativity. This means, they have to take responsibility for every solution they come up with for any given problem. The lectures and excercises start with seemingly simple tasks, like creating an image campaign for HEAVEN, loosing ground to its main competitor HELL , and therefore in need of help. This
is followed by the very serious topic “Art and War“. Around us, war is raging on almost every continent. People become fugitives and bring back war to our “safe” homes, showing us, that there is no distance far enough to not be affected by war and its consequences. There are many artists like Picasso, who made war a topic of their artwork. The students take an oath during graduation (if they manage to graduate), promising that they will try to solve the problems of humanity. The “concept development” course starts with that challenge. 2015 the students had to chose a topic related to war,
like “arms race “ for example. Then they had to find a message within this topic, something they wanted to communicate to the world: ex. There are some people profiting from selling weapons but the majority suffers and the consequences also hit those who think that they are safe. There is no such thing as a safe place when it comes to dealing with war. hen the message had to be communicated through a creative strategy, depending on the target group one wants to reach. Plattforms vary from classical film, ads to social media campaigns, games, installations,
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augmented reality, crossmedia campaigns, performances or guerilla action. The students have to understand that it is im-
If our students do not use the tools the wrong people will, communicationg wrong messages ! portant raising their voices and being heard. They have got the
Kreative Denker und Affen Till Fuhrmeister - URSTEIN
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eit Jahren kämpft die Agenturbranche darum, Top-Talente für sich zu gewinnen. Immer wieder wird betont, wie attraktiv die Arbeitsund Gestaltungsmöglichkeiten sind. Nun lässt ServiceplanKreativchef Alexander Schill mit einer Aussage aufhorchen, die nicht allen Mitarbeitern in Agenturen gefallen dürfte. uf die Frage, welche Art von Talent gesucht wird, sagt er, dass man in erster Linie mehr gute Denker brauche, die große Ideen entwickeln. “Auf die kreative Um-
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setzung kann man im Zweifel auch Affen dressieren”, so Schill bei der Podiumsrunde “Kreative Köpfe braucht das Land”. Notfalls könne man sich auch ein paar Studenten suchen, die auf der Vorlage der großen Idee ein konkretes Skript erarbeiten. ( Zitat : Horizont Online ) oweit Serviceplan-Manager Alexander Schill. Natürlich polarisiert er. Aber das gehört zu einer der Technik, die den StudentInnen im Rahmen des Konzepterestellungskurses nahe gebracht wird. Wer polarisiert sorgt dafür, dass ein Teil der ZuhörerInnen/SeherInnen Überzeugung entbrennen.
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Der andere Teil lehnt einen mit aller Innbrunst ab. Beide Gruppen werden einen so schnell nicht mehr vergessen. Die
“Auf die Umsetzung kann man auch Affen dressieren !” Ablehner werden sogar noch nachhaltiger an das Kommunizierte denken. So geschehen bei dem polarisierenden Statement von Alexander Schill,
tools and the training, and with that comes the responsibiltity to react to their environment, reflect on it and adress problems that affect us all. If our students do not use their media- and communication skills as well as the tools, the wrong people will, spreading wrong messages. We can see this right now in the case of IS propaganda, sucessfully reaching out to thousands of young people, poisoning them with their messages. Those IS “creatives” use the same digital tools as our students, convincing young people to join them in their horrible cause. In “concept development” the students standup against this kind of propaganda with their own creative strategies. n Manager einer der grössten Agenturgruppen in Deutschland. (Serviceplan) Wir bei MultiMediaArt haben den Vorsatz, keine “Mouse Monkeys” auszubilden, sondern denkende Kreative, die erst dann auf Technik zurückgreifen, wenn diese von der “grossen Idee” verlangt wird. > cont. page .2 Anzeige