For FIT — Business & Technology
FIT, a New York-based art school, contacted me because they liked Upland's style, especially the six videos I had created for Microsoft Europe, and wanted something similarly distinctive for admissions. So we created:
- A complementary pair:
"Art & Design"
"Business & Technology" →
These highlight FIT's two facets and their deep interconnections.
We also produced a series of outtakes and a trailer for "Meet FIT."
To create these videos, we interviewed 65 people — students, faculty, and alumni — and filmed and photographed extensively throughout the school's campus, classrooms, labs, dorms, and around the city. I composed music for "Meet FIT" to support its emotional arc and turning points, and reused elements of that music as intros and outros for all the other videos (except the outtakes).
As an art school, FIT was very receptive to and appreciative of the esthetic I developed for these videos, so working with them was exceptionally creatively rewarding for me.
2011