Crowbars announces mentorship treat for student creatives

Singapore - The Crowbars has introduced a series of new programmes of which one is the inaugural launch of a workshop called ‘Breaking In', where creative professionals pair up with student creatives in a mentorship programme.

The workshop will cover four areas of advertising, design, interactive and film, and will offer opportunities for students to learn and gather lessons and advice from creative leaders while working on a live brief.

Advertising mentors will include JWT Singapore's Tay Guan Hin and Ali Shabaz, Bates Singapore's Robert Gaxiola, McCann Erickson's Farrokh Madon, Batey Singapore's Ng Tian It, BBDO Malaysia's Mun Tuck Wai and Godmother's Linda Locke - Godmother is Locke's new consultancy following her exit from her role as Leo Burnett's regional ECD, however she still works with LB in a consultancy role. Heading the design, film and interactive workshops are Chris Lee of Asylum, Desmond Tan of Salt Films and Benjy Choo of Kilo Studios, respectively.The advertising workshops will be led by Locke and Gaxiola.

Only short-listed entrants of the Crowbar Awards are eligible to join the ‘Breaking In' workshop. Participants will work in pairs to respond to a creative brief within 36 hours and two teams will be assigned to one mentor who will then guide and provide feedback on their preliminary work prior to final presentations. The three-day festival will kick off with the workshop and judging on 14th August and closing off with workshop presentation, exhibition and the awards presentation on 16 August. The shortlist will be announced on 31 July.

"The 4As remains committed in developing and nurturing young creative talents for our industry, therefore evolving the Crowbar Awards into a festival format is a natural progression," 4As executive director Chua Bee Hong said.