global
if … | Opening film World Congress of Architects
Being fathers of young kids ourselves, we get to see the creativity of our children up close every day. There is something precious about it. As Picasso said “Every child is an artist. The problem is how to remain an artist as we grow up.”
We felt that the best way to respond to the call for ideas from the International Union of Architects (UIA), who wanted a film to open the 2017 World Congress of Architects in Seoul, was to take the attendees back to the beginning of their own creative journeys. To take a fun look at nerdy kids, the ones who can sit for hours, even in the age of the iPad, and become engrossed in their drawings and their lego and, ok so we’re back on the screens, their Minecraft worlds. Our aim was to revisit the creative spark in it’s purest form.
We decided we could tell this story best as a kind of inquiry using talking heads interviews to lend some authority to the children’s point of view. We used these interviews along with vignettes where we took some of the kids out into the city and engaged them somehow in an architecturally related task. We were keen to include kids from different parts of the world to reflect the international make-up of the audience. Luckily Seoul has also become so much more international that we were able to find all these kids who are growing up in the city. Many of them have been in Seoul for several years, they speak Korean as well as their mother tongue and go to school with Korean kids.
Seoul as a city is also a fantastic place for architectural diversity, with a great selection of historical, traditional, functional, residential, infrastructural and contemporary constructions to explore. Thank you very much for your interest if…!
Nils Clauss & Neil Dowling from CONTENTED
MINERVA | Global Immersion: Seoul
THE GLOBAL IMMERSION SERIES
Founded in 2014, Minerva Schools is designed around a new vision of higher education that combines a reinvented curriculum, rigorous academic standards, innovative technology, and an immersive global experience. Students study in seven different cities over the course of four years, where they engage with local civic partners to apply classroom knowledge to practical, real-world problems. The above film is part of a series directed by LA based Andrew Hida in collaboration with Minerva’s Creative Director Ayo Seligman. As part of CONTENTED, Nils Clauss and Mini Kim had the pleasure to work with Andrew and Ayo together on the Seoul instalment of this global video series.
“Global Immersion: Seoul” is a short film, which highlights how classroom curriculum extends into the urban fabric and shapes their personal, professional and academic growth. As part of a broader marketing campaign a series of 60-second cuts were also produced for social media engagement.
BRIEF
The target audiences of this series are prospective students and the parents of these students who are seeking to better understand the Minerva global experience. Andrew and Ayo describe how they wanted the viewer to understand the full spectrum of daily life, from the demanding academics, to the immersive social and co-curricular activities. The goal was to make a film which quickly convinces the viewer why they belong at Minerva by telling the story of how the Minerva experience stands apart from that of the traditional university through personal stories of challenge and growth.
CHALLENGES AND RESULT
Over the course of two years, Andrew and Ayo have directed the first four short films in the Global Immersion series. Andrew says that each subsequent episode pushes deeper into stories of personal and professional development as they come into their own. Instead of replicating the same mold for each episode, the storyline instead evolves in parallel to student growth and an evolving world view. This distinct approach enabled Andrew together with Minerva to build on existing story and expand on emotional impact.
In order to achieve the authentic, cinematic documentary style that defines the Minerva brand, Minerva and Andrew say that they assembled a team of cinematographers with a strong background in visual journalism. They further note that weeks of creative design and pre-production proved essential to manage the complex timing and logistics of multiple shooters and photographers, navigating large, foreign cities.
For us at CONTENTED, it was great to take part in this great and meaningful project and we are glad that we were able to offer our services with Nils Clauss as the Director of Photography and Mini Kim as the local producer for the above film. We would like to thank Ayo, Andrew and everyone at Minerva for all their great support.