Guerillas in the Snow: Academy of Art University Advertising Student Teams with Olympic Gold Winner Johnny Moseley to Craft Ice-cold Marketing Stunt

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Academy of Art University advertising school student Trevor Hubbard launches an edgy marketing campaign with the help of Olympic gold medalist Johnny Moseley. The alternative approach to advertising brings both the snow and the crowds to San Francisco.

It doesn't snow very often in San Francisco, especially in October. But on October 4, 2005, Academy of Art University student Trevor Hubbard -- in collaboration with Olympic gold medalist Johnny Moseley and others -- helped bring the ski slopes to San Francisco and in the process transformed the city’s storied Pacific Heights neighborhood into a punked-out terrain park.

Working with the ICER USA, creator of innovated sport products, Trevor helped to come up with the ICER Air 2005 ski jump idea. Trevor took the role of creative director, yet also worked on event logistics, planning, fund-raising, permit acquisition, neighborhood outreach and media relations, all while juggling a full load of classes in the advertising department at the Academy of Art University.

“I learned that guerrilla marketing and alternative approaches are sometimes more effective than the traditional ones,” Trevor commented.

It wasn't easy, but the event went off without a hitch, ICER Sport received an avalanche of deserved publicity for their efforts and the Academy of Art University proved once again that working students are just as vital as its renowned working faculty.

“I like the Academy of Art University. They made me hungry and inspired me to get out there and do something. A lot of the things I saw from my peers in school were better than the professional work I've seen. The industry is very cutthroat, but no one sneers at hard work. If you work hard and just keep things simple, you’re going to make it,” says Trevor.

“I like Nelson Leung (Associate Director of Advertising); he pushes you to create. Creating ads and campaigns is one thing, but creating twenty for one client and then scrapping them all, creating another twenty, killing those, and then another 19, and one more, and then the twentieth is the one you go with -- that is advertising at its truest. You have to keep pushing things out.”

Trevor’s Current Projects:

When Trevor isn’t working on his advertising classes at the Academy of Art, he works as a creative director for ICER Sport, as well as cofounder of creative house GRIFFIXTHUNKIT and Creative Director/Cofounder of Inflite Magazine, a subculture ski and snowboard magazine that uses ICER events as a platform to speak about art, culture, music, current events, and lifestyle issues surrounding those sports, on and off the mountain. Trevor is currently working full-time on ICER’s next event, ICER Air 2006. It will be hosted at San Francisco’s SBC Park, the home of the San Francisco Giants. Trevor describes the event as 'bigger, better and badder':

“We're bringing in Tony Hawk's tour, and a few headliner bands. It will include a world-class big air event built from the upper deck of the stadium and it will include the world's longest rail competition. This will be a ski and snowboard festival with one hundred sponsor tents around the mezzanine level. The final round will be held under the lights at night, with other surprises and perks. Basically, our plan is to throw the raddest event ever."

About the San Francisco Academy of Art University

Founded in 1929 by artists for artists, the Academy of Art University is a fully accredited private institution of higher education offering professional study at the AA, BFA and MFA levels in the fields of art and design. The curriculum integrates the talents of students with their personal visions and aspirations with the overarching goal of preparing them for professional employment in art and design careers.

The Academy of Art University emphasizes professional excellent personalized teaching and provides services that address the needs of students of diverse ages and backgrounds. With 9000 students attending courses in 31 buildings located in the heart of San Francisco — and a cyber campus that reaches around the world — the Academy is the largest private art and design school in the country.

For more information about Academy of Art University, see: advertising school, animation school, architecture school, computer graphic program, fine art college, fashion design school, graphic design schools, illustration school, industrial design college, interior design school, acting schools, photography school, college course online, general art education.

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Tod Brilliant