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Touted by some creatives as a catalyst for their best work, the adrenaline fueled frenzy of advertising known as the pitch has become equally known for being time consuming, expensive and often fruitless. A fact that hasn’t gone unnoticed in advertising, design and media community coverage as demonstrated by Sean Duffy’s article 2012: Time to Ditch the Pitch articulating some of the thornier issues at play such as shrinking budgets and projects that never materialize, and Rae Ann Fera’s article 10 Ways to Fix the Agency Pitch Process.

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This November STYLE FRAMES, a conference looking at the best and worst of pitching debuts at the Fashion Institute of Technology (F.I.T.) in New York City. We asked Stephen Price, founder and presenter of STYLE FRAMES and editor of Stash Media to share how the idea for the conference came about. “The STYLE FRAMES design conference actually began as a book project back in 2010, a beautiful design annual celebrating pitch art. But as the real-world economics of the publishing industry crashed into our plans we had to shelve that idea and did a website instead.

As we continued interviewing people for the site we kept hearing these horrific war stories summarized by one executive producer who told me point blank, ‘Pitching is killing this industry.’ So when we conceived STYLE FRAMES New York, we knew we had to showcase inspiring pitch and uncover effective strategies that will help creatives win more work—but we also knew we had to start this long overdue conversation, solutions-focused conversation about pitch practices and how we might improve them.” Price explained.

Far from a stereotypical industry summit the conference promises engagement on multiple levels with a format incorporating a pitch art gallery show, war stories and “solution-focused debate on the future of pitch practices and processes.” With a fantastic list of guest speakers including: Justin Lebow, creative director/partner, Superfad LA; Lucia Grillo, managing director and Lauren Indavino, creative director, Psyop; Orion Tait, creative director/partner, Buck; Johnny Kelly, director, Nexus Productions, London; Mate Steinforth, director, Sehsucht, Berlin; Riccardo Giraldi and Patrick Ehrlund, creative directors, B-Reel; Allstair Thompson, managing director and Mario Stipinovic, ceative director, The Mill NY; Vinicius Costa, co-founder/director, Roof; David Schwarz, creative director, Jodi Terwilliger, creative director and Erik Karasyk, founding partner of HUSH and Amanda Havey, vice president on-air creative VH1.

sfny2-2.jpegImages provided courtesy of STYLE FRAMES

We asked who should attend the conference, Price replied “STYLE FRAMES will be both inspiring visually and insightful from a business perspective, so anyone involved in the design, animation, VFX, advertising and media industries who are passionate about their ideas and getting them sold they will certainly benefit from attending.”

STYLE FRAMES will take place November 5–6, 2012. Event details along with a growing gallery of pitch art can be found here.