For the campaign of the educational offer of the Instituto Universitario para la Cultura y las Artes, Realia, we created the concept "Vive del arte y la cultura, de verdad".
As the goal of the educational offer is the professionalization of the cultural sector, and its main public are artists or people related to art; we used the insight that you can't live from art and culture with a frontal and direct stance that yes, you can.
So with two great actors and a touch of humor, we achieved this commercial video in which a researcher questions an artist about how he makes a living because he simply can't believe it.
The researcher asks the classic questions that most people ask people who love art and want to make a living from what they love.
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