Shoot Magazine not happy with Creative Arts Emmy Award winner

The folks at Shoot Magazine aren't too pleased with the way the Creative Arts Emmy Awards went down this year. The winners for the award, Fedex - Stick and Hallmark's Required Reading, tied for the top spot to set a precedent. But another precedent was set by the fact that the Hallmark spot was made on spec and went on to gain client approval, and then airtime.

"Required Reading" was directed by David Harner, who at the time was a creative at Leo Burnett USA, Chicago. The Institute for the Development of Enhanced Perceptual Awareness, Venice, Calif,. produced the Hallmark ad which was conceptualized at Burnett. Shortly after completing the spot, Harner jumped over to the production house side of the business, joining The Institute to pursue a directorial career. In addition to directing "Required Reading," Harner served as creative director/writer/art director on the commercial. Burnett group creative director Tim Pontarelli was creative director/copywriter on the job.