podcast brief from ny 110302

8/7/2019 Podcast brief from NY 110302

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Digital MediaServices

For more information, please contVanessa Raizberg, Video Produc212 [email protected]

The Ullens Collection: The Nascence of Avant-Garde China

What

Hong Kong Spring Sales 2011Single Owner Sale of Contemporary Asian Art Department (Auction Date: 3April)

LanguageEnglish-language video with Simplified Chinese subtitles

Participants

Evelyn Lin

Patty Wong

Baron Guy Ullens (tentatively scheduled for Saturday, March 12th

DurationTarget: 4:30 (no more than five minutes in length)

Shoot Date and Location

March 11th- at Sothebys dinner in Beijing

March 12thPatti Wong to interview Baron Ullens in 798 district

March 12thEvelyn Lin to discuss collection, key works withinexhibition

Hong Kong-based VendorFree Base Media: http://www.freebasemedia.com/index2.php#/info4/1/Executive Producer: Becky Lee (Producer and point person for this video)

Mobile: +852 9862 0880Email: [email protected]

Target Go-Live DateFirst Cut to Mktg March 15 EODFirst Cut to ATM March 16 EODGo Live - March 18

Objectives To drive awareness & create pre-sale enthusiasm for the Ullens

Collection to Sothebys clients worldwide.

To illustrate the significance of the Collection in the history of themarket for Contemporary Chinese Art.

To reinforce the perception that Sothebys is more deeply connected tothe art market in China and that we have a more recognizable name inChina (vis--vis Christies)

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To showcase our experts who possess the most in-depth and intimateknowledge of what is happening in the auction/art world. As a businesswith a nearly 300-year history, we are positioned as the most reliable

source of trustworthy information. Create an engaging video that has a longer shelf life then a typical pre-

sale video.

StoryThe narrative focuses on the birth of contemporary art in China and thecrucial role Baron Ullens played in this birth as one of the fields first avidcollectors. The video will serve as a portrait of a visionary (Baron Ullens)whose passion for collecting had a tremendous impact on ContemporaryChinese Art and who, as a result, has become a part of the story that he

initially set out to document through his collection. Viewers will learn abouthow Baron Ullens became interested in Chinese Contemporary Art, how hedeveloped special relationships with the artists, and gain insights into hispersonal experience during the formative years of Chinese Contemporary Art.By creating in situ scenes in Beijings 798 district between Baron Ullens andSothebys experts, viewers and key clients will experience an intimate look ata consigner whose collection documents the nascence of avant-garde China.

The video also will feature clips of Evelyn Lin discussing the Ullens works andtheir enormous importance in the history and development of ChineseContemporary Art.

Footage from the gala dinner at the Ullens center in honor of Baron Ullens onMarch 11 also will be included.

ToneThe video should be educational, friendly and conversational, conveying asense of intimacy between expert, consignor and the viewer.

InspirationIconoclasts on Sundance and the American Express commercial with DianeVon Furstenberg

Look & Style

Please note: We recommend that prior to the shoot, the vendor and producerplan a walking route through the 798 district with stops agreed upon andidentified. We recommend stops that are familiar to Ullens. The route shouldend at the Ullens Center where the Barons Collection (including works to besold at Sothebys) will be on view. During each stop in the 798 district andinside the Ullens Center, Patti Wong will ask Baron Ullens questions from thelist below.

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The video will open with special music and beautiful shots of Beijingand the 798 Art District in order to create a sense of atmosphere. Anopening slate with proper attributions should appear here. Length: 10

seconds

During these shots of Beijing, we hear Baron Ullens voice. He sayssomething along the lines ofI came to China in 19xx because _______and I first started collecting because _______ Length: depends on length of soundbite, but approx 3-5 seconds

The viewer will see the Baron and Patti Wong walking through the 798District and talking. They are both miced. We hear their conversationslightly and see them as they stop to look at things along the way.Length: 15 seconds

At one point they stop (outside a location identified prior to the shoot)and Patti asks the Baron several questions. They are heading towardsthe Ullens Center.Length: one minute

o Questions for Patti Wong to ask at 1st stop (tbd) in 798:

What first brought you to China? Tell me about yourarrival to this country.

We are standing in the 798 Art District, a place that in2007, you saw could be the beating heart of Chinesecontemporary art. Talk about this.

How did you start your collecting journey? What inspiredyou?

o Questions for Patti Wong to ask at 2nd stop (tbd) in 798:

o It has been said that your collection encapsulates theevolution of creative ideologies and the artistic dialoguesbetween some of the greatest artists in Contemporary arthistory. Talk about your collection in this context.

o Who are the major artists featuring in this sale? Whichones are dear to your journey? (The Baron shouldname specific lots and artists)

At this point, they will have arrived at the Ullens center. The viewershould clearly see signage. They will walk inside and continue theirconversation and perhaps sit somewhere side by side where Patti willask more questions. Length: 1:10 min.

o Questions for Patti Wong to ask once inside the Ullens

Center:

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What makes you love Contemporary Asian Art so much?Especially mid-1980s Chinese avant-garde?

Did you visualize amassing a kind of collection that was

in a sense a narrative of Chinese social and politicalhistory?

How long does it take to complete this special collection?

We next see them walking past key lots in the sale pointing andgesturing.

This is the section of the video where Evelyn Lins commentary re: thesignificance of the collection should be included and interspersed withPattis questions and the Barons answers.

During this time, Patti will ask questions about the upcoming sale.Length: One minute

o Additional Questions for Patti Wong inside the exhibition:

How did you put together this collection of 106 works?These are works that have rarely been seen by the public.Talk about this and how you think people will respond.

How did you come to know the artists so well?

What's your personal relationship with theseContemporary artists now?

Did you stop collecting other art to focus on this or didyou integrate other works into your collection?

What are you collecting now, where is you new focus?

The next shot is Beijing at night followed by imagery from the galadinner.

This imagery is accompanied by a final voiceover from the Baron abouthis life as a collector and/or whats next for him.Length: 30 seconds

Video Elements

Hi-res images of the key lots discussed by Patti and the Baron, plusothers (Pinky Tam to send to Becky Lee)

Hi-res images of the artists we discussed in the video (Pinky to send toBecky)

Hi-res archival images of Baron Ullens in China with artists and/orworks of art (Pinky to arrange and provide to Becky)

Footage of Beijings 798 District as well as Beijing beauty shots

Hi-res images of the Ullens Center (Pinky to send to Becky)

Simplified Chinese subtitles (Pinky to coordinate translation and supplynecessary titling to Vendor)

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Proposed ScheduleMarch 10: HK Crew arrives in Beijing; Internal Meeting wecce & location scout

at in 798 and atThe Ullens Center

March 11(morning) General shots of UCCA & 798 (Establishing)(evening) Shoot at Gala Dinner

March 12(morning) Patti Wong and Baron Ullens conduct interview whilst walkingthrough 798 and Ullens exhibition(afternoon): Evelyn Lin is interviewed in Ullens exhibition featuring shots ofkey lots

March 13HK crew departs from Beijing

March 14digitization of footage and begin off-line edit

March 15 Send first cut to Shannon, Mitra, Maureen, PinkyandJosephine for comments. Make comments.

March 16 Second cut to ATM for reviewMarch 17 ChangesMarch 18 Final cut delivered to Sothebys

March 18 Maureen, Shannon, Daryl & Amy give final approval

Target Audience

Existing clientsboth buyers and consignorsin CTP (Chinese andregular CTP)

Industry leaders and opinion formers (dealers, press, gallery owners)

Potential new clients through new distribution channels

Promotion

Email blast

Homepage placement

Artron.net ITunes

BudgetFilming & Editing: $15,000 (overage supplemented by web budget)

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podcast brief from ny 110302

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