AMERICAN INDIAN COLLEGE FUND “ONE PERCENT”

Only 1% of college students are American Indian. And of that 1%, more than 95% of those students need scholarships and financial aid to attend college. We rooted our American Indian College Fund campaign in these staggering statistics coupled with traditional, Native American beadwork. We had the privilege of working with photo-realist, Choctaw bead artist Marcus Amerman. He created portraits of current AICF students and alumni to demonstrate how real the numbers and need are. Each portrait is made with over 18,000 seed beads.

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We then carried the traditional craft of beadwork into TV with a stop-motion and CG animation created by Chel White. Neil Young let us use one of his tracks and the VO is Native American artists Rose Simpson and Gary Farmer.

When it comes to education, American Indians are the most under-served group in the United States. The American Indian College Fund is devoted to changing that and the lives of the students and communities it serves by making education accessible to all native students. Using a modern interpretation of a traditional art form, our message is brought to life through a carefully executed metaphoric beaded animation, in a style reflecting that of famed Choctaw artist Marcus Amerman whose beadings are featured in the campaign’s print executions. This PSA opens on a single yellow bead. The camera pans wide to showcase additional beads joining the first in the creation of traditional Native American themes and culminating in a striking portrait representing the mere 1% of college students that are American Indian. Animation by Chel White and Bent Image Studios Music by Neil Young
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