Tell us about the relationship between MullenLowe Group and CSM.
We’ve had a long relationship that has been going on for more than seven years and I think it’s mutually beneficial. We get to see first-hand the amazing thinking that Central Saint Martins produces and the great, fresh, interesting ideas that come out of all disciplines, have conversations with the students to better understand their thinking process and then reward the best of those ideas which is tremendously enriching. Central Saint Martins and their students have the opportunity to present their work to a wider industry audience and gain experience and exposure.
What continues to excite you about the degree shows?
I think what excites me most about the degree shows is the thinking. These are young, brilliant minds, top of their class, who tackle different problems or different questions and they come up with incredible solutions or points of view that you’ve never thought of. It’s very refreshing to be in contact with these people. Something that happens very regularly in the professional world is that you start working and you lose contact with all of these young people. A lot of people who are in my position often try to get a teaching job just to stay in contact with what’s going on at a grass roots level. For us, the degree shows at Central Saint Martins keep us in touch with the best emerging creative talent.
What do you look for when judging?
I want to be surprised. I always want to be surprised but I also look at the craft, I look at how people worry about how they finish their work because it’s very common that we stop at the question or that we stop at finding the answer but then don’t craft it elegantly. It happens in maths and it happens in everything. You have to reach a beautiful conclusion and Central Saint Martins is fundamentally a visual school. You have architects, you have fashion designers, you have artists, you have scientists. If they manage to make their solutions elegant and beautiful, it gives a lot of power to the work.
Have you gone on to work with any of the former students?
Not directly but I know that we have been inspired by their work and some of the previous winners have gone on to work in the advertising industry. One student even set up his own digital agency. After our people have been to the degree shows, seen the work and interacted with the students, I have recognised some of the thinking coming back to us in forms of advertising. Other MullenLowe NOVA winners have gone on to have successful careers in areas they studied and have said that winning the award gave them the confidence to apply their thinking beyond the educational environment and the prize money helped them to continue with their art and embark on new projects.
You can see the work for yourself at Central Saint Martins. Degree show one is open to public 24th-28th May, and degree show two 21st-15th June. For further details visit http://events.arts.ac.uk/event/2017/5/24/Show-One-Central-Saint-Martins-Degree-Shows-2017/
View the shortlisted work and cast your vote for the YourNOVA winner from June 26th
Follow the latest news and announcements on usual channels using #MLGNOVA #MLGYOURNOVA #CSMCOME.
This article was first published on itsnicethat.com