Arts & Culture

Edmonton artists in the spotlight


The Edmonton Arts Council (EAC) is a not-for-profit society and charitable organization that supports and promotes the arts community in Edmonton. The EAC works to increase the profile and involvement of arts and culture in all aspects of our community life. The EAC, via its full range of activities, reflects the diversity of the city of Edmonton.

1. The Challenge

To create a series of 22 artist profile videos as a means to recognize prospective award recipients of both the Edmonton Artist Trust Fund (EATF) and Cultural Diversity (CD) grants. These videos would be displayed at the Edmonton Arts Council Grant Awarding Ceremony in Allard Hall and would showcase  each artist along with their craft in a way that was exciting, engaging and would maintain suitability for social distribution. The challenge would be to reformat previous EAC artist profile videos into a workflow that was conducive to a tight timeline (approx. 30 to 45 seconds), coordinating 22 artists and their respective art form, as well as utilizing a visual structure that would allow an artist’s craft to stand alone while simultaneously relating to the intended aesthetic of the series.

2. The Idea

The idea for this series was inspired by pieces from Time Magazine and WealthSimple. We saw a trend occurring with the style of these videos and wanted to draw parallels within our own work. The concept was relatively simple but in the nature of producing 22 profile videos, there would be a lot of moving parts. We wanted to feature every artist in a two part format. To showcase their art, we would film snippets of them working their craft. To provide uniformity or a sense of consistency amongst all the videos, each artist would be interviewed in front of a different monochromatic background. We felt that this design would create a visual identity, not only for the work that each artist does but also for our work as content creators.

3. The Approach

We approached this concept with the notion of working smarter, not harder. With a hefty number of videos to create, this was a top priority. To accomplish this, we decided on having a fixed location for all filming to take place. This in itself permitted us to have a timely set-up, full control over lighting conditions and the ability to optimize our scheduling of interviews. In utilizing different monochromatic backgrounds, we would maintain the aesthetic of our project while offering viewers just enough variance to keep their attention on the artists.

BTS, on set with Jonathan Sherrer

BTS, on set with Jonathan Sherrer

4. The Results

Based on client feedback, all goals were met and surpassed with these videos having, thus far, generated a total of 16,738 views, 140 shares  and 567 likes in Facebook alone. Additionally, on Instagram, the videos were viewed a combined total of 8,370 times, and generated 1,119 likes. EAC reported this increase to be 10 times what they have experienced with previous social content. EAC also noted that this increase in engagement spurred conversation and awareness about artists in the community.

These videos have received an Award of Excellence for Audio/Visual Communication from the International Association of Business Communicators (IABC).

BTS, on set with Roya Yazdanmehr

BTS, on set with Roya Yazdanmehr