Craft-obsessed creatives will relate to this woman who makes animal figures covered in children's hair

AICP debuts humorous call for entries by R/GA ad directed by Prettybird's Matt Piedmont

Published On
Jan 28, 2020

Editor's Pick

The AICP is highlighting its "obsession" with craft in this year's call for entries, with a humorous film by R/GA that features an eccentric crafter.

In the spot, directed by Matt Piedmont of Prettybird, we enter the workshop of an obsessive wearing a crocheted vest and surrounded by various materials as she tells us how her life is defined by craft. Among other projects, she sniffs ribbon, licks fur fabric and puts the finishing touches to a painted weasel that she later reveals is "made of children's hair" telling it, "I just gave you a soul."

In a nod to the fact that the AICP Show's craft and concept categories are now open to international entries, she also says that "good craft knows no borders," and remarks "there's a lot from Brazil these days."

The deadline for the AICP awards is Feb. 14, while the various shows will take place in May and June, with the AICP Show gala on June 11 at the Museum of Modern Art in New York City. You can enter here


Jan 28, 2020
Client :
Agency :
EVP Chief Creative Officer :
Tiffany Rolfe
Associate Creative Director :
Zack Roif
Senior Copywriter :
Chloe Saintilan
Art Director :
Emily Stetzer
Junior Copywriter :
Nam wan Leavell
Account Manager :
Madeleine Rogers
Strategy Director :
Martin Vogts
Global Awards Manager :
Blakely Bar Lev
The Crafter :
Carmella Riley
Production :
Director :
Matt Piedmont
Director of Photography :
Giles Dunning
President Executive Producer :
Ali Brown
Producer :
Bernard Rahill
Production Supervisor :
Mike Garcia
1st Assistant Director :
Ed Walsh
2nd Assistant Director :
Shauna Frontera
1st AC :
Lorenzo Porras
2nd AC :
Kristina Lechuga
Scott Beckley
Gaffer :
Tracey Estes
Best Boy Electric :
Lou Ramos
Electric :
Anderson Lau
Electric Driver :
Lee Majors
Key Grip :
Adam Kolegas
Best Boy Grip :
Daniel Tucker
Grips :
Max Joslyn
Grips :
Izzy Erns
Grip Driver :
Tigran Aghasaryan
Production Designer :
Clayton Hartley
Art Coordinator :
Sarah Schweppe
Set Decoration :
Jon Bush
Lead :
Nick Stanton
Dresser :
Steve Coover
Dresser :
Corey Doyle
Dresser :
Nick Rake
Prop Master :
Drew Kennedy
Prop Assistant :
Steve Auernhammer
Driver/Dresser :
Ryan Martinez
Ken Perkins
Sound :
Alex Lamm
Boom :
Dylan Lamm
Script :
Katy Jelski
Costume Designer :
Keith Wager
Wardrobe Assistant :
Amber Becton
Make-Up :
Melissa Rogers
Location Manager :
Edwin Allen
Production Assistant :
Sarah Gray
Production Assistant :
Travis Davison
Production Assistant :
Madi Shelpuk
Production Assistant :
Frank Guzman
Production Assistant :
Marc Schneider
Editorial :
Big Sky Edit
Editor :
Ben Jones
Assistant Editor :
Colleen McKay
Executive Producer :
Sarah Van Tassel
Producer :
Ali Corsie
Online/Color :
Company 3
Colorist :
Jenny Montgomery
Executive Producer :
Ashley McKim
Junior Short Form Producer :
Jenny Montgomery
Music :
Yessian Music
Composer :
Mike Dragovic
Executive Producer :
Marlene Bartos
Producer :
Matt Zinone
Audio Post :
Heard City
Audio Mixer & Sound Designer :
Jeremy Siegal
Producer :
Andi Lewis
Executive Producer :
Sasha Awn
Executive Producer :
Jackie James
Managing Director/Partner :
Gloria Pitagorsky

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