COVER STORY Award-Winning Alumnus Explorer concept nets Daytime <strong>Emmy®</strong> win for Nathaniel Bull ’03 The 37th Annual Daytime Entertainment <strong>Emmy®</strong> Awards, held on June 27, 2010, had a special <strong>to</strong>uch of Wildcat spirit. Among <strong>the</strong> bright lights, signature red carpet and pure prominence of <strong>the</strong> prestigious event, Cazenovia College alumnus Nathaniel Bull ’03, art direc<strong>to</strong>r for Rodgers Townsend (RT) in St. Louis, Missouri, was an award nominee. Bull and a team of RT and Public Broadcasting Service (PBS) colleagues were included in <strong>the</strong> Outstanding Promotional Announcement-Institutional category for <strong>the</strong>ir work on a PBS promotion, “PBS KIDS Trusted Guide.” Nestled alongside two commercials by sole opponent, Nickelodeon, Bull and his team <strong>to</strong>ok home <strong>the</strong> grand prize. For Bull, who can now proudly add “<strong>Emmy®</strong> award winner” <strong>to</strong> his moniker, this award is not only a symbol of professional success, but a constant reminder of how teamwork, creativity and sheer imagination can generate a polished product. In August 2008, PBS approached Rodgers Townsend, a fullservice ad agency, with an “explorer” idea. They wanted <strong>to</strong> illustrate how children can form a deep bond with a character as <strong>the</strong>y discover <strong>the</strong> possibilities of imagination. It was up <strong>to</strong> several of RT’s internal teams <strong>to</strong> fur<strong>the</strong>r expand <strong>the</strong> explorer concept in<strong>to</strong> something adaptable <strong>to</strong> PBS’s prime audiences. Bull and Copywriter Ben Bohling constituted one of <strong>the</strong> teams assigned <strong>to</strong> pitch <strong>the</strong>ir ideas <strong>to</strong> RT’s creative direc<strong>to</strong>rs, who would <strong>the</strong>n select three concepts <strong>to</strong> ultimately present <strong>to</strong> PBS. Pho<strong>to</strong>: Stefan Hester Bull was poised <strong>to</strong> develop a concept around <strong>the</strong> “explorer” notion and pulled his ideas from a very special place — his childhood. As he grew up in Water<strong>to</strong>wn, New York, Bull was an avid fan of PBS, so it was easy for him <strong>to</strong> channel his own experiences for inspiration. He recalled a time when he didn’t have cable television or a VCR – a time that found Bull and his bro<strong>the</strong>r experiencing rich and fulfilling adventures because of what <strong>the</strong>y viewed on PBS. They’d often create <strong>the</strong>ir own special world based on what <strong>the</strong>y saw in certain shows. With that memory in mind, Bull decided <strong>to</strong> convey <strong>the</strong> message that children often take what <strong>the</strong>y learn from an episode and interpret it during playtime. Bull and Bohling were on <strong>the</strong> same wavelength, and <strong>the</strong>y established two concepts <strong>to</strong>ge<strong>the</strong>r. They settled on one <strong>the</strong>y thought “As much of a professional accomplishment as this is, it’s also deeply personal.” would work well, but <strong>the</strong> day before <strong>the</strong> assignment deadline proved <strong>to</strong> be a pivotal moment. An RT creative direc<strong>to</strong>r mentioned that <strong>the</strong>ir spot would not be presented <strong>to</strong> PBS due <strong>to</strong> its ra<strong>the</strong>r small spotlight of PBS characters. Bull <strong>to</strong>ok immediate action. He made one request, “Give me 10 minutes.” Bull quickly revised <strong>the</strong> spot and placed more emphasis on <strong>the</strong> character in <strong>the</strong> segment. With a quick nod of approval, <strong>the</strong>y were back in <strong>the</strong> game. The creative direc<strong>to</strong>r <strong>to</strong>ok <strong>the</strong>ir new script <strong>to</strong> <strong>the</strong> PBS representatives – and <strong>the</strong> rest is his<strong>to</strong>ry. Bull and Bohling landed <strong>the</strong> account and went right <strong>to</strong> work. A project of this magnitude required a great deal of collaboration — a real group effort. Bull partnered with a wealth of agency colleagues on set design, animation, color and voiceovers, among o<strong>the</strong>r details. In all, <strong>the</strong>y created a master 60-second promotional spot consisting of four scenes that could stand individually. It was important <strong>to</strong> <strong>the</strong> team <strong>to</strong> convey <strong>the</strong> proper balance between <strong>the</strong> learning process and experimentation by having a character present in a shot, but not be <strong>the</strong> commanding force. The child on <strong>the</strong> brink of discovery served as <strong>the</strong> focal point, while <strong>the</strong> character played <strong>the</strong> supporting role. Of <strong>the</strong> four spots, Bull’s favorite features Grover, whom he had <strong>the</strong> pleasure of “meeting” in person after so many years as a fan. In <strong>to</strong>tal, it <strong>to</strong>ok about nine months from concept development <strong>to</strong> final editing <strong>to</strong> see this project come <strong>to</strong> fruition in May 2009. Fast forward <strong>to</strong> that fateful day in May 2010, when Bull was casually informed that his work had been nominated for an <strong>Emmy®</strong>. For Bull, it was quite a surprise. A year had passed since production wrapped, so <strong>to</strong> hear this news after such a long time was thrilling. Bull remained anxious during a long sixweek wait until <strong>Emmy®</strong> Day. When <strong>the</strong> big day arrived, Bull faced it as normally as possible. He s<strong>to</strong>od ready <strong>to</strong> hear <strong>the</strong> news from RT’s chief creative officer who represented <strong>the</strong> company at <strong>the</strong> creative arts awards ceremony that <strong>to</strong>ok place separately from <strong>the</strong> ceremony we traditionally see telecast. As <strong>the</strong> evening drew <strong>to</strong> a close, Bull’s cell phone alerted him <strong>to</strong> a one-of-a-kind message that stated, “Congratulations, you’re now an <strong>Emmy®</strong> Award winner.” After celebrating that priceless moment through conversations with his family and colleagues, Bull was filled with an overwhelming sense of pride and gratitude. He instantly thought back <strong>to</strong> that special time when he was a young Nathaniel Bull, playing and exploring on <strong>the</strong> acres of land in his backyard with his bro<strong>the</strong>r. “As much of a professional accomplishment as this is, it’s also deeply personal,” says Bull. In addition <strong>to</strong> his and RT’s first <strong>Emmy®</strong>, Bull has received several o<strong>the</strong>r professional accolades and honors throughout his short time in <strong>the</strong> industry. He has won four silver ADDY® awards and has had his work featured in <strong>the</strong> Wall Street Journal, Communication Arts Magazine (May 2008), Pho<strong>to</strong> District News Magazine (March 2008), and Adweek (December 2007). Bull credits his alma mater for allowing him <strong>to</strong> hone his craft in an encouraging and resourceful setting. He appreciated <strong>the</strong> open environment in his classes, and <strong>the</strong> guidance of instruc<strong>to</strong>rs such as Laurie Selleck, associate professor of visual communications, and Paul Parpard, former art faculty member. “Selleck’s industry background and Parpard’s pure craftsman talent were guiding forces throughout my college career,” says Bull. Bull, a determined student, set <strong>the</strong> bar high for himself during <strong>the</strong> first week of his freshman year. He decided <strong>to</strong> set out on a path <strong>to</strong> pursue his master’s degree and that’s exactly what he did. After receiving a bachelor of fine arts degree from Cazenovia, he went on <strong>to</strong> earn a master of science degree from Virginia Commonwealth University-AdCenter. Today, he continues <strong>to</strong> keep Cazenovia close <strong>to</strong> his heart. He currently serves on <strong>the</strong> Advisory Board for <strong>the</strong> Visual Communications Program and hopes <strong>to</strong> have greater involvement in <strong>the</strong> near future. So, what’s next for Nathaniel Bull? Surely, his fresh ideas, systematic approach <strong>to</strong> projects and overall creative mind-set are sure <strong>to</strong> launch him in<strong>to</strong> an abundance of professional praise in <strong>the</strong> years <strong>to</strong> come. His career is a true testament <strong>to</strong> <strong>the</strong> quality and preparation of a Cazenovia College education, where you can literally “build your future” from day one. Please visit www.nathanielbull.com <strong>to</strong> view <strong>the</strong> “PBS KIDS Trusted Guide” promotion. 4 Cazenovia College Magazine: Summer 2011 Cazenovia College Magazine: Summer 2011 5 - Nathaniel Bull ‘03 Nathaniel Bull ’03 returned <strong>to</strong> campus <strong>to</strong> reconnect with Associate Professor Laurie Selleck. Pho<strong>to</strong>: John Seiter Pho<strong>to</strong>/images: Courtesy of Nathaniel Bull