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Juror Spotlight
Nim Shapira, Creative Director
Nim Shapira is a multidisciplinary artist and creative director working at the intersection of storytelling, innovative technology, and commercial entertainment. His work spans a spectrum of the moving image, from traditional linear filmmaking to virtual-reality experiences. He was a 2021/2022 research fellow at the MIT Open Documentary Lab, a 2020 alumni of NEWINC (the first museum-led incubator by NEW MUSEUM) and a graduate of La Biennale Di Venezia’s College Cinema for VR. He was a creative director for JOAN Creative (2022 Adweek’s Small Agency of the Year) and is based in Brooklyn, NYC.
What was your first job?
After graduating from Tel Aviv University’s Tisch Film School in 2013, I started working at EKO, a media and tech company that spearheaded interactive “choose your own adventure” experiences. Through this job, I learned how to craft compelling non-linear narratives and encourage participants to take an active role in shaping the direction of the story.
During my four years at EKO, I had the opportunity to create immersive videos for brands such as Coca-Cola, Nike, NBC, Walmart, and Nickelodeon. Eventually, I became the Creative Director of their brand partnerships department, and got to creative direct music videos for Wiz Khalifa, Nicki Minaj, Coldplay and Carly Rae Jepsen, as well as experiences featuring the cast of SUITS and LeBron James
What areas of emerging tech & media are you interested in exploring?
Back in 2018, I created an AI-generated Eurovision pop-song that ended up going viral and racked up millions of views online. In 2021, I premiered a VR experience at the Tribeca Film Festival that examined the Bystander effect. The experience immersed participants in the deepest confessions of bystanders who chose not to help a victim in distress. It toured the world and won Gold at The w3 Awards for Best Immersive Documentary Experience.
Exploring the possibilities of storytelling in emerging mediums is thrilling as we venture into unexplored territories. Just as the concept of close-ups was invented 15 years after the birth of cinema, these novel platforms are still very much in the process of developing their own unique language. When a concept aligns seamlessly with the medium through which it is conveyed, it becomes clear that both elements uplift each other to new heights.
What’s the last thing you saw that sparked an idea?
A few months ago, I saw the British play “The Jungle”. One particular scene that deeply resonated with me was based on a real incident involving the renowned “The Sunday Times” food critic, AA Gill. He wrote a restaurant review about an Afghanese eatery within the camp. The use of a critic in a food review column to draw attention to the refugee crisis was a remarkable demonstration of the interconnectedness of the medium and the message. It also highlighted how a creative and unconventional approach can be more effective in capturing the audience’s attention than a news report.
What’s one of the greatest challenges your industry is facing?
The advertising industry, much like other sectors, is currently facing challenges presented by the rise of Artificial Intelligence. AI has the potential to make everything faster, stronger, better, easier – and cheaper, but it is crucial to acknowledge that it cannot replicate the emotional intelligence that humans possess. Similar to how the discovery of fire brought about a revolution in early human civilization or how the invention of the computer transformed the modern world, AI is merely a tool used by people. The ultimate question lies in how we choose to harness its power. As we embrace it, we must remain cognizant of the importance of human judgment, empathy, and ethical questions.
What categories are you looking forward to reviewing for the w3 Awards?
I’m always on the lookout for campaigns, projects and works of art that bring a fresh perspective to the table, regardless of the medium. Specifically, I’m interested in exploring how stories are shaped by different platforms, and how we can leverage those unique characteristics to create truly compelling content. When there’s a clear justification for why a particular work is executed in a certain way, it sets it apart and makes it truly impactful.