Creativity

Cheech Marin Helps You See Art in a Whole New (Hilarious) Way for Pacific Standard Time

Exhibit Focuses on Latino and Latin American Art

By Alexandra Jardine. Published on Oct 16, 2017

Editor's Pick

Cheech Marin, of "Cheech and Chong" fame, is the star of this year's video campaign for Pacific Standard Time, Los Angeles arts initiative backed by the J. Paul Getty Museum which this year is highlighting Latin American and Latino art.

A series of films by TBWA/Chiat/Day see Marin contemplating items from his collection of Chicano art, by artists who are present in PST: LA/LA exhibitions. Titled "Lost in Art," each film sees Marin act out, in surreal and often hilarious ways, a different aspect of what you'll find in the art exhibit: like harmony (seen here), affirmation, reflection, eternal love, awareness and dialogue. The result is a fun blend of the serious and ridiculous that highlights the art while busting our guts.

Directed by Clay Weiner via Biscuit Filmworks, the videos are accompanied by an OOH campaign across Southern California, with copy featuring 52 intriguing descriptions of various pieces of art included in the exhibits, to spark interest. For example: "There will be a nose ring full of spiders. There will be art."

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About

Credits

Date
Oct 16, 2017
Agency:
TBWAChiatDay
Chief Creative Officer:
Renato Fernandez
Client:
Pacific Standard Time
Executive Creative Director:
Linda Knight
Creative Director:
Jason Karley
Creative Director:
Kyla Elliott
Sr. Art Director:
Stephen Lum
Copywriter:
Emily Frederick
Sr. Copywriter:
Liz Cartwright
Executive Director of Production:
Brian O'Rourke
Executive Broadcast Producer:
Guia Iacomin
Associate Producer:
Kathleen Ackel
Brand Director:
Shannon Franqui
Brand Manager:
Jillian Rudman
Senior Business Affairs Manager:
Mimi Hirsch
Social Media Manager:
Lucy Redoglia
Production Company:
Biscuit Filmworks
Director:
Clay Weiner
Executive Producer:
Holly Vega
Managing Director:
Shawn Lacy
Head of Production:
Rachel Glaub
Head of Production:
Mercedes Allen-Sarria
Producer:
Lisa Stockdale

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