Pacific Standard Time : Jason Schwartzman Celebrates John Baldessari

Art lessons from the greats.

Published On
Sep 30, 2011

Editor's Pick

TBWAChiatDay's campaign for Pacific Standard Time Art in L.A. exhibit, which celebrates the art scene in Los Angeles from 1945 to 1980, continues with its pairings of great artists with pop culture icons.

This time, it's comedy actor Jason Schwartzman, who, after being overheard admitting his dislike of museums, is followed around by the face and voice of conceptual artist John Baldessari. The two then engage in a long dialogue about art and how to mature into becoming more appreciative of it.

According to TBWA L.A. ECD Patrick O'Neill, the agency approached Schwartzman and Baldessari with the broad concept of the spot, and then let the actor and artist run with it. "When you think about it, Baldessari is famously known for being a thought provoker and supporter of art and how you experience it. So he was a perfect choice to get a broader audience interested in Pacific Standard Time," said O'Neill.

The PSA is aimed at getting people into the exhibit -- even if they, like Schwartzman, aren't art fans. "Schwartzman's comedic take on Baldessari invites everyone to explore PST," said O'Neill.

Previously, Red Hot Chili Peppers frontman Anthony Kiedis was paired up with artist Ed Ruscha. More films will be unveiled over the next little while, starring Ice Cube and Charles Earnes. The campaign also includes a website and print ads.

Credits

Date
Sep 30, 2011
Brand:
Pacific Standard Time
Client:
Pacific Standard Time
Agency:
TBWA/Chiat/Day-Los Angeles
Art Director:
Stephen Lum
Director:
Jesse Dylan
Editor:
Al Kamalizad
Director, Lighting:
Bern Caughey
Post Producer:
Janine Criscuolo
Additional Editor:
Samah Tokmachi
Audio Producer:
POP Sound
Audio Mixer:
Peter Rincon
Executive Creative Director:
Patrick O\'Neill
Creative Director:
Jayanta Jenkins
Copywriter:
Liz Cartwright
Executive Director, Integrated Production:
Richard O\'Neill
Broadcast Producer:
Lacy Plunk
Executive Art Producer:
Karen Youngs
Print Producer:
Michael Pourmohsen
Project Manager:
Heather Kuhne
Executive Producer:
Priscilla Cohen
Producer:
Matt Benson
Director, Photography:
Paul Ryan
1st Assistant Director:
Adam Feil
Sound Director:
Brian Angely
Print Producer:
Wonder Serra
Print Producer:
Darla Marchi
Production Coordinator:
Jon Branden
Production Company:
Wondros LA
Director, Innovation:
Niki Weber
Technical Lead:
John Bauer
Executive Director, Integration:
Matt Bonin
Digital Production Director:
Chincha Evans
Senior Digital Producer:
Eli Shillock
UX Lead/Developer:
Kathrin Hoffman
Executive Producer:
Guia Iacomin
Broadcast Producer:
Chris Spencer

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Project Type