executive creative director and partner / Brand New School
After graduating from the California Institute of the Arts (CalArts), Jonathan Notaro began his professional career as an art director at motion graphics house Fuel/Razorfish. In 2000 he bypassed the career ladder and envisioned a commercial studio where designers and directors are empowered to maximize artistic promise; Jonathan founded Brand New School that very year, personally cultivating the award-winning commercial production studio into an internationally recognized creative force with a distinctive and widely respected approach.
Jonathan fosters an atmosphere of unfettered creativity and thoughtful exploration — a key reason Brand New School has earned renown for its unique visual style. He and his colleagues love and honor the instincts and craftsmanship behind the integration of live action and design; an engaging ethereality and polished playfulness permeates Brand New School’s entire body of work. As a group, they find a balance of formula and rules with artistry and whimsy.
Jonathan’s breakthrough music television work ranges from highly recognizable VH1 Classic station IDs to TV campaigns for MTV, MTV2 and FUEL TV, to on-air campaigns for Cartoon Network, FUEL TV, and many others; Brand New School has directed high profile commercials for major brands, from AT&T to UPS. The company’s expanding showcase of entertainment projects includes music videos (The Polyphonic Spree, Dashboard Confessional, Muse) and an animated segment for the Showtime series “This American Life,” among many others. Two of its music videos earned MVPA nominations, and Muse’s “Hysteria” won the MVPA award for Best Visual Effects. Brand New School has received similar recognition from such prestigious entities as the Art Directors Club, the Cannes Lions Awards, the Clios, the D&AD, the AIGA, PROMAX/BDA, and the Type Directors Club (TDC), to name but a few.
Jonathan and others have given lectures and presentations across the U.S., in Brazil, Australia and Germany. The company’s work has been honored and published in periodicals and books worldwide, and Jonathan himself was named a Young Gun by the Art Directors Club in 2006. He has been a juror for the TDC, and he is a longstanding member of the prestigious Curatorial Board of the AICP.
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