General Motors Taps Creative Minds of UCLA Film Students to Promote Pontiac

LOS ANGELES — In an innovative strategy to reach the youth market, executives at General Motors’ Pontiac division sought out the creative talents of students at the UCLA School of Theater, Film and Television to help promote their all-new Pontiac Vibe. Undergraduate students Sarah Sheikh (Diamond Bar, California) and Richard Wong (Dallas, Texas) are the winners of the Pontiac Vibe UCLA Auto Show Film contest and will receive a cash award of $10,000. The winning three-minute promotional film, “We’ve Got Your Vibe,” was previewed by the media on January 2 in the James Bridges Theater on the Westwood campus of UCLA. The film debuted at the Los Angeles Auto Show (Jan. 5-13). It also will be shown at auto shows throughout the country including the major shows in New York, Detroit and Chicago. Additionally, the film will be available on the Pontiac Vibe web site (www.pontiac.com/vibe).

The competition, coordinated by D’Arcy Worldwide advertising agency, attracted 28 entrants who submitted treatments for a promotional film targeting the youth consumer. Judged by D’Arcy and Pontiac executives, the winning script was developed into a short film produced by the students and financed by Pontiac. In addition to the winning team, the contest finalists were Nathan Adolfson (graduate, production), Hannah Chong (undergraduate), Debra Grossman (graduate, production) and Lynn Okimura (graduate, animation). Faculty members Belinda Starkie and John Simmons were also instrumental to the production of the winning film. The project was overseen by William McDonald, vice-chair for production in the Department

A special sneak preview of the winning film will be presented on Wednesday, Jan. 2 at 4 p.m. in the James Bridges Theater on the Westwood campus. To RSVP to the event and arrange courtesy parking, please contact Teri Bond Michael (teri@tft.ucla.edu) at (310) 206-3235 by Wednesday, Dec. 26, 2001. The James Bridges Theater is located on the northeast corner of UCLA’s campus (nearest cross streets are Sunset Boulevard and Hilgard Avenue).

“Personalization and self-expression arose as consistent themes in all of our conversations with young buyers,” said Craig Bierley, Pontiac Vibe brand manager. “Since the Vibe was specifically designed for the youth market, it made perfect sense to have film students create and produce this film. In doing so, we allowed the target to interact with the brand in a real and meaningful way impacting our communications.”

“We are proud to be selected by General Motors Pontiac division for an innovative partnership that will help our students to make the transition to their professional careers,” said Robert Rosen, dean of the School of Theater, Film and Television. “Their choice reinforces our reputation as a top filmmaking program in the United States that attracts the highest caliber of artist.”

“We are extremely lucky to have something of this scale on our reels before graduating,” said Sheikh. “We learned a lot about the industry from this whole process from start to finish.”

“I hope this recognition serves as a stepping stone to getting a foot in the door,” said Wong. “It would be great if this leads to a chance to direct music videos or feature films.”

Consistently ranked among the best in the nation, the UCLA School of Theater, Film and Television is unique in the world in that it brings together the arts of theater, film and television in one academic institution. In a balance of scholarship and practical training, these arts exist in working proximity, informing and enriching each other. The School also serves the public and the professional field through the UCLA Film and Television Archive and the Geffen Playhouse.

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Keywords

"william mcdonald" "lynn okimura" "john simmons, asc" "belinda starkie" 

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