Pacific Standard Time: Jason Schwartzman Celebrates John Baldessari

Art lessons from the greats.

Published on Sep 30, 2011

Editor's Pick

TBWAChiatDay's campaign for Pacific Standard Time Art in L.A. exhibit, which celebrates the art scene in Los Angeles from 1945 to 1980, continues with its pairings of great artists with pop culture icons.

This time, it's comedy actor Jason Schwartzman, who, after being overheard admitting his dislike of museums, is followed around by the face and voice of conceptual artist John Baldessari. The two then engage in a long dialogue about art and how to mature into becoming more appreciative of it.

According to TBWA L.A. ECD Patrick O'Neill, the agency approached Schwartzman and Baldessari with the broad concept of the spot, and then let the actor and artist run with it. "When you think about it, Baldessari is famously known for being a thought provoker and supporter of art and how you experience it. So he was a perfect choice to get a broader audience interested in Pacific Standard Time," said O'Neill.

The PSA is aimed at getting people into the exhibit -- even if they, like Schwartzman, aren't art fans. "Schwartzman's comedic take on Baldessari invites everyone to explore PST," said O'Neill.

Previously, Red Hot Chili Peppers frontman Anthony Kiedis was paired up with artist Ed Ruscha. More films will be unveiled over the next little while, starring Ice Cube and Charles Earnes. The campaign also includes a website and print ads.

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Sep 30, 2011
TBWA/Chiat/Day Los Angeles
Pacific Standard Time
Executive Creative Director:
Patrick O'Neill
Creative Director:
Jayanta Jenkins
Liz Cartwright
Art Director:
Stephen Lum
Executive Director, Integrated Production:
Richard O'Neill
Executive Director, Integration:
Matt Bonin
Director, Innovation:
Niki Weber
Digital Production Director:
Chincha Evans
Executive Producer:
Guia Iacomin
Broadcast Producer:
Lacy Plunk
Broadcast Producer:
Chris Spencer
Senior Digital Producer:
Eli Shillock
UX Lead/Developer:
Kathrin Hoffman
Technical Lead:
John Bauer
Executive Art Producer:
Karen Youngs
Jesse Dylan
Print Producer:
Michael Pourmohsen
Project Manager:
Heather Kuhne
Production Company:
Wondros LA
Al Kamalizad
Executive Producer:
Priscilla Cohen
Director, Lighting:
Bern Caughey
Matt Benson
Post Producer:
Janine Criscuolo
Director, Photography:
Paul Ryan
Additional Editor:
Samah Tokmachi
Audio Producer:
POP Sound
Audio Mixer:
Peter Rincon
1st Assistant Director:
Adam Feil
Sound Director:
Brian Angely
Print Producer:
Wonder Serra
Print Producer:
Darla Marchi
Production Coordinator:
Jon Branden

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