This approach, requesting new and original work to be created in competition, is one that we believe seriously compromises the quality of work that is entered into “competition” and is questionable, at best, for a reputable organization to request.
Sesame Street has long been a highly esteemed provider of educational programming for children. From its inception, it has shown respect and support for the independent animation, film, and design communities. Artists have responded by creating lasting work — that is as valuable for children and adults today as when it was first created. We applaud that work, and hope that Sesame Street will continue to push the fields of animation and film-making. As such, we also think that Sesame Street should uphold the ethics and professional behavior we’d like our own children to grow up with. Is the education we want to pass on to them that artists’ and animators’ work is not valuable? That the only way to ‘make it’ is through winning a contest?
There is a more appropriate way to explore the work of various artists. A more effective and ethical approach to commission new work is to ask a pool of talent to submit examples of their work from previous assignments as well as a statement of how they would approach your project. You can then judge the quality of the artist’s previous work and her way of thinking about your project. The artist you select can then begin to work on your project by designing an original solution to your criteria while under contract to you, without having to work on speculation up front.
Design should not be a one-way street, with artists creating work in a vacuum. We believe the best design, art and content comes at the request of a specific brief, mission or client. Speculative design competitions and processes result in superficial assessments of the project at hand that are not grounded in a client’s specific needs. Art always has something to say.
There are few professions where all possible candidates are asked to do the work first, allowing the buyer to choose which one to compensate for their efforts. (Just consider the response if you were to ask a dozen lawyers to write a brief for you, from which you would then choose which one to pay!) We realize that there are some creative professions with a different set of standards, such as advertising and architecture, for which billings are substantial and continuous after you select a firm of record. In those cases, you are not receiving the final outcome (the advertising campaign or the building) for free up front as you would be in receiving an original film or character design.
There are many artists, animators and cartoonists who can provide you with original and highly creative new work that will far exceed your expectations, with respect for an appropriate budget and schedule. We can think of dozens off of the tops of our heads who we’re sure would love to work with Sesame Street. And we’d would love to point you in their direction.
We believe that “leveraging the power of the web” is an exciting prospect and casting a wide net can quickly provide many interesting results. But we think that more considered curation and the selection of applicants whose goals may be more closely aligned with your own can provide better results.
It’s your contest, though and you are free run it as you wish. But you will do so without our participation.
Your consideration of these professional issues is greatly appreciated.
See the full list of document signers and how to put your name on the list after the jump. (UPDATE: Over 200 people have now signed the letter.)
Caroline Attia Lariviere
Fernando Del Reginato
Mario de Toledo-Sader
Jim Le Fevre
Matt Hunter Ross
See No Evil
Syed A. Meer
Eric Del Greco
David Van Allen
Harm van Zon
Luciano A. MuÃ±oz Sessarego
Pablo Mateo Lobo
John Grimaldi Jr.
Harry J Frank
Paulo de Almada
Betsy de Fries
Jen Brogle Jones
Jeremy William Martin
Portions of this letter have been adapted from the the AIGA’s position on spec work. We believe it is high time that Motion Designers and Animators took such a principled stance on the issue of producing effective and original work for their clients. We also stand with the Belgian advertising agencies, whose recent virtual strike protesting the pitching process in their country should be applauded.
Please contact Bran Dougherty-Johnson if you would like to become a signatory on this letter.