A celebration of creativity. That's what KBS is hoping to create with "Becoming," its first successful attempt at creating a documentary series.
KBS' first effort, "Becoming: Bradley Theodore," serves as an in-depth portrait of lauded New York artist Bradley Theodore (he's known for his skeletal portraits). The film, which is still settling distribution, premiered earlier this month at the Tribeca Film Festival.
The on-going series started as a passion project according to Ed Brojerdi, U.S. CEO of KBS. The agency's in-house production division, Armoury, produced the short film and will now continue to work on the series, which will look at what it means to be an artist today.
"We're turning that 'Becoming' concept into a series and we want to feature all types of artists, whether it's dancers or chefs or musicians, whatever it may be," said Brojerdi. "It's exciting. A celebration of creativity and the purveyors of it."
Brojerdi approved agency resources to be used for the project because "you want to have your folks being able to express themselves creatively," said Brojerdi. "You don't want to have them always seek that from somewhere outside the office. We want to nurture that. Then, that same creativity and passion gets infused with the work we're doing for brands."
Nurturing that creativity gave that Matt Pizzano, video content director at KBS and "Becoming: Bradley Theodore" director and creative director Alejandra Garibay the kind of freedom to get an artist like Bradley Theodore to say yes to the project.
"Normally I would say no to something like this," said Theodore. "But Alejandra, who was the creative director of the project and pitched the project to KBS, she assured me and she was already a fan of my work for two years so I felt comfortable that this person knew my work and really cares about it. She explained to me that the agency is a top agency and that they're very serious about what they do and that it'd be really high quality. The people behind the project were allowed freedom to do whatever they saw fit so that made it feel not like an agency."