The fifth year of Shift, D&AD’s free four-month industry-led night school to break down barriers to entry for emerging creatives outside of formal education, has concluded. D&AD New Blood Shift New York has held its first all-digital showcase. Eighteen aspiring creatives presented their responses to the two industry set briefs. The first, set by adidas, asked them to develop a campaign that raised awareness for a new brand concept called UNITEFIT, aimed to be more inclusive in the patterning of its clothing, removing gender from its approach. The second, set by Spotify, focused on getting 14-24 year olds to use the app as their go-to platform for podcasts. Both mirrored professional briefs that reflect the latest trends and topics of the industry giving the work the relevancy it needs to stand out to employers.
The showcase was attended by leading industry professionals who, alongside getting the chance to view the work of fresh, diverse talent, participated in an informal networking session.
The Shift New York class of 2020 are Albania Salas, Alysa Browne, Ama Adams, Amelia McDonald, Andrew Barley, Caleb Church, Christopher Martin, Dane Phillip, D’Angelo Heyward, Dougal Cormie, Juan Gonzalez-Gruber, Kendra Payne, Ngu Asongwed, Roxanne Castro, Sofie Betelman, Terra Supp, William Hannon, Yewa Aloba.
Find out more about this year’s participants and see their work here. Further details of the 2021 D&AD Shift London programme will be announced shortly.
Roxanne Castro, Shifter class of 2020, commented, “I was at a crossroads of where I wanted to be in my career, and right now I’m in a different space, I feel more confident in what I want to do, and I actually have an idea of where in the industry I want to be as well. I’m so happy this programme came at this time despite the challenges we are facing today.”
Paul Drake, foundation director at D&AD, stated “Shift has always been about delivering inspiring learning opportunities for talented individuals who are outside the formal creative education system. Now more than ever, the creative industry needs diversity of ideas to ensure it remains relevant – this isn’t just about social justice, it makes business sense.
With the program moving into a digital format for the first time in 2020, we wanted to ensure this year’s cohort had every chance to put themselves out there, and get their work in front of the right eyes by enabling them to gain access to and build key relationships with industry leaders.”
Ayesha Martin, Director, global purpose at adidas, commented, “Unlocking access to education in impactful, innovative ways is key to creating lasting change for our industry and beyond. Shift is more than a platform or program – it’s a community.”
Alex Bodman, VP, global executive creative director at Spotify, added, “This isn’t our first time supporting this vital program, but every year we are inspired by the new talent it unearths and nurtures. The body of work these talented creatives have produced during the program speaks for itself – reminding the industry at large how much we benefit from fresh perspectives and an inclusive culture.”
D&AD New Blood Shift provides supportive and educational space for creative talent who face barriers to education and employment. In 2019, 70% of Shifters secured placements in London, 50% of Shifters secured placements in New York.