AICP Awards finds someone as passionate about craft as they are

Is there anyone out there who’s as obsessed with craft as the AICP Awards? Director Matt Piedmont of PRETTYBIRD found her.

In a short film just released by AICP to promote entries to the AICP Awards – The AICP Show, The AICP Post Awards and The AICP Next Awards – the world’s most obsessive crafter talks about her love of craft and her belief that, at its heart, “craft is a symphony of detail.” She utters this profundity while wearing a crocheted vest, nestled in her cramped workshop and surrounded by items resplendent in their beads, bangles and other handcrafted gewgaws. The AICP Awards are now accepting entries across all three of its shows. The deadline to enter is February 14, 2020.

Conceived by a creative team at R/GA, the film aims to underscore the importance of craft and how the AICP Awards has, for nearly thirty years, celebrated craft in advertising. Our obsessive craftsperson, who at one points offers the aside that “there seems to be a lot from Brazil these days” after noting that “good craft knows no borders,” represents the preoccupation AICP Awards juries have always had with identifying excellence in craft. It’s also a nod to the fact that for the first time ever, the AICP Show – like the AICP Post Awards and AICP Next Awards – is now open to international entries in all craft and concept categories.

The film closes by telling viewers they can have their work “recognized by the other people obsessed with craft,” and provides a web address where viewers can find full details on entering all three competitions.

The AICP Post Awards premieres on May 6 in New York at CNVS, while the The AICP Show and the AICP Next Awards premiere during AICP Week, June 9 through 11, in New York. The debut of the AICP Next Awards are the evening of June 9 at The Tishman Auditorium, while the AICP Show gala premieres on June 11 at MoMA.