From the Nominator
“What it Takes” is the campaign film for “Powering Creativity: The Campaign For UNCSA,” the largest comprehensive fundraising effort in our university’s history. The video—a 2020 Gold Telly Award winner– is a thematic encapsulation of the rigors, demands, victories, and setbacks of an innovative, top-tier performing arts conservatory.
Since many donors to performing arts conservatories such as ours are deeply familiar with the refined and rehearsed outcomes of our training process—the chamber music performances, student films, plays, etc.—we chose to emphasize the process to which our students and faculty devote so much of their time and energy. Art is so often depicted as almost a magical outcome, driven by talent and passion. While our students and faculty demonstrate both passion and talent, the real “magic” that is later seen on the stage and screen consists of a great deal of hard work. Sore muscles, broken strings, and countless hours of preparation are necessary elements in the process of creating extraordinary art.
Moreover, it takes more than hard work and skill to achieve excellence; our emerging artists also require financial support. The goal of this video is to leave everyone who views it asking themselves how they can support the efforts of our artists, and be part of creating transformative human expression—how they can help Power Creativity.
From the Judges
What is truly remarkable about the University of North Carolina School of the Arts “What it Takes” video is that it stays with you long after the 1 minute and 51 seconds are over. With a student body full of talented artists, it would have been easy for UNCSA to feature student work. Who doesn't love clips of beautiful art, finished films, or ballerinas pirouetting across a stage? But the offices of Advancement and Strategic Communications wisely chose to do something different—and the result is something truly powerful. The video clearly demonstrates the themes set forth in the planning: the rigors, demands, victories ,and setbacks of performing arts conservatory students. By deliberately focusing on the work that goes into creating the art, the school gives viewers an inside peek at the lives of its talented students, but also highlights the need for resources and enhancements. The climatic call to action “You can power ART” really brought it home. This video will stay with those who watch it for some time, and is truly deserving of a Grand Gold Award.