Remember art school? Beer, lectures, procrastination, inspiration, late nights in the studio, pure creative freedom…
Dutch film and design trio From Form nailed the highs and lows of student life in a recent short for Rotterdam-based art academy Willem de Kooning. Briefed to create an online commercial that would motivate new students, From Form’s Jurjen Versteeg, Ashley Govers and Wouter Keijzer took a “lean and mean” approach with a punchy narrative and fresh, colourful set design. Whether you’re looking for inspiration or just fancy a quick trip back to your uni days, it’s worth a look.
“We’re following the creative process of a design student – from excitedly starting a project to postponing it a few days later, insecurities, working late, failing and starting over,” explains Versteeg. “The guiding voiceover in the film doubles as a role of a mentor and the students creative consciousness.”
The art academy hosts a variety of different courses, so the film needed to be as broad as possible. By focusing on the bare essentials of each course and cutting out any additional clutter, FromForm were able to highlight the complete spectrum of courses – from graphic design to fashion, digital programming, illustration and more – without diluting the overall message of motivation.
To capture the table-top shot running throughout the piece, the studio built a DIY rigging system hanging from the ceiling. The trio then shot the piece in two days on a Canon 5D Mark III with Magic Lantern (“So we could get the full raw potential of the camera”).
Their favourite part of the project? “We’re really happy how the final edit turned out,” says Versteeg. “But it’s always fun to smash a laptop when you get the chance!”