James Purdy

The New Blood Academy is a life-changing 2 week intensive creative workshop for D&AD Student Pencil winners.

While popular through word of mouth, the New Blood Academy traditionally had issues conveying the experience, skills, networking, and job opportunities that it offered to potential applicants.

This promo, while quick and rough with it's design, animation, and copy was made to showcase partnering mentor agencies, clients of academy alumni, and hopefully to convey the life-changing experience the academy gives to its students.

I created this video over a 2 day timeline in my hours after work. I felt I had to showcase the work of some of the students of the previous year to give an authentic personality to the video.

My solution was to directly integrate their work as part of the promo and I collaborated with a selection of them to obtain work to mashup for the piece. In the process I also had to recreate the branding from that year's New Blood Awards which were 3D gradient brush strokes.

In addition I pulled short quotes from the previous year's attendees describing the academy, and utilized photography from their year to show how fun, playful, and rewarding the academy experience was.