Key Arts 2012: Students Battle the Pros for Recognition
This story first appeared in the Oct. 26 issue of The Hollywood Reporter magazine.
Unlike most design competitions, The Hollywood Reporter Key Art Awards judge student entries alongside professional work. “Our judges have been looking at professional work all day, so it’s hard for them not to hold students to a high standard,” says Clio Awards director Karl Vontz, THR’s Key Art partner.
This year, five students won prizes. Hazar Aki’s Fatal Attraction poster redesign earned a silver, and Martins Zelcs’ Blue Velvet poster a bronze. Xue “Fox” Yin, whose trailer for Esclavo de Dios took a silver, has had short films screened at Cannes and models herself on Quentin Tarantino’s editor Sally Menke. “The Key Art Award is like a test for me,” she said.
Miami Ad school Istanbul’s Emre Unayli and copywriter Berkin Dalgic’s bronze-winning “Scared Sh**less” promo for Paranormal Activity 3 is a trap for the consumer walking into a public toilet. “When someone activates the tap, all the stall doors slam open,” says Vontz. “The lights go out, a ghost appears and the text: ‘Paranormal Activity 3 — at cinemas everywhere Oct. 2011.’ The judges said: ‘Can you imagine the lawsuits if someone had a heart attack? But that’s awesome!’ ”
In copywriter Mustafa Ulker’s gold-winning digital promo “Scream for It” for the movie V/H/S, consumers log on to Facebook and scream as loud as they can. Their screams are measured along with others in their city. “The top 10 loudest cities with the most scream points get a free screening of the film V/H/S,” says Ulker.
At the Key Art Awards, says Vontz, “Mustafa may have a job offer by the end of the night.”