Art has always been niche. Sure, tourists go to see the world’s famous paintings in the world’s famous galleries at least one in a lifetime, but Getty was spearheading PST ART, and while that may tout itself as America’s largest and most thrilling art event, it needed to attract younger and more diverse audiences.
PST ART only takes place every five to seven years and the 2024 edition will unite over 800 artists at more than 70 Southern Californian art institutions.
BBDO LA linked it to America’s current obsession health and wellness – in a cleverly, and aptly, arty way, the film, The Tale of Mr. Tight Ass and the message that sometimes you need a little art to chill out. The short film, directed by Andreas Nilsson, follows the struggle of a young SoCal man battling with what is visibly the world’s tightest ass. He tries everything LA has to offer to chill out including sound baths, therapy, shock therapy, but nothing helps. Until he discovers that PST ART is said to “loosen you up”.
The full campaign continues to deliver the unexpected health benefit of art with fun in series of short-form online videos, out-of-home and digital placements, audio, print, and social activations that challenge their audience to think about the power of art with provocative, science-backed questions about what art can do. Can art work like gummies? Can it help your hairline? Can it bond us? Can it give you game?
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Ash Tavassoli, executive creative director at BBDO LA, said, “Trying to find something breakthrough to say about a product that’s been around for over 40,000 years comes with its challenges. The moment BBDO and Getty started asking, ‘What can art do for you?’, that’s when the work got interesting. Even bigger, the science actually backed all of our audacious claims. From being better on dates to helping you chill out, a little art can go a long way. Just ask Mr. Tight Ass.”
Credits:
Client Getty PST Art
Creative Agency: BBDO LA
Chief Creative Officer:Matt Miller
Executive Creative Directors: Ash Tavassoli & Rafael Gonzanga
Creative Directors: Kate Catalinac & Corinne Goode
Associate Creative Directors: Naeem Ghafari & Helen Torney
Copywriters: Mychal Scott & Emily McDowell
Art Director: Annabelle Peterson
Head of Art: Fabiano Tatu
Design Director; Henry Hsu
Designer: Patrick Cambria
Head of Production: Andrew Tucci
Producer: Carlie Simmons
President: Rachel Nairn
Managing Director: Julien Lemoine
Account Directors: Laura Perrizo, Dion Aralihali & Abby Fass Bryk
Account Supervisors: Chris Beltran & Daniel De La Torre
Chief Strategy Officer: Tim Millar
Head Of Strategy: Kaleen Ogden
Planning Director: Larry Hill
Strategy Director: Stephanie Burnison
Project Managers: Blue Smith & Katrina Lu
Director Of Business Affairs: Ashley Lipham
Media: Hearts & Science
Production Company: Biscuit Filmworks
Director: Andreas Nilsson
Director of Photography: Lasse Frank Johannessen
Partner: Shawn Lacy
Executive Producer: Holly Vega
Head Of Production: Sean Moody
Line Producer: Polly Du Plessis
Post-Production & VFX: Framestore LA
Executive Producer: Brittney Walker
Creative: Toby Brockhurst
VFX Supervisor: Garrett Honn
Producers: Andrew McLintock & Valia Brinck
Grade: Royal Muster
Colourist:Gregory Reese
Colour Assistants: Celene Curlee, Esli Israel & Zack Wilpon
Executive Producer: Thatcher Peterson
Head of Production: Diane Valera
Editing: Work USA
Editor: Stewart Reeves
Edit Assistant: Raine Keene
Producer; Rebecca Baker
Head of Production:Gabrielle Page
Executive Producer: Remy Foxx
Managing Director: Marlo Baird
Music: South Music
Creative Directors: Matt Drenik & Dan Pritikin
Executive Producer: Ann Haugen
Associate Producer: Alina Fox
Sound: Lime Studios
Sound Mix: Michael Baran
Executive Producer: Susie Boyajan
Producer: Cassie Underwood
