D&AD And Google Partner To Expand Shift, Night-School For Emerging Creatives

D&AD And Google Partner To Expand Shift, Night-School For Emerging Creatives
B&T Magazine
Edited by B&T Magazine



D&AD Shift with Google is an accesssible space for self-taught creatives to refine their skills.

The aim of the program is to foster a rich talent pool at a time when diversity in the workforce should be a priority. The night school is taking place in New York and London, and will launch in Sydney in 2021.

D&AD’s partnership with Google commenced with the launch of Shift in London.

Shift tackles barriers to entry into the creative industry by providing an opportunity for emerging talent to hone their skills, establish a network and develop their portfolios.

Consisting of industry-set briefs, talks, and mentorship, Shift provides a supportive and educational space for creatives who face barriers to access higher education and employment.

It also enables creative companies to tap into a pool of diverse talent and strives to build an industry that is reflective and relevant to society at large.

Statistics collated in 2019 showed that since completing the night school, seventy-eight per cent of Shift alumni in London have entered into paid creative employment, compared to only fourty-one per cent of design graduates and just twenty-four per cent of media graduates employed in their sectors six months after graduation.

D&AD Shift with Google will take place in Sydney for the first time in 2021, and will be introduced into two further cities over the next three years, as well as the launch of new digital training that aim to democratise access to world-class learning.

The partnership will also facilitate the introduction of specialist modules into the curriculum in Advertising, Digital Design, Graphic Design, and Production.

In addition, 2021 will see the introduction of Shift Agency, a workforce comprised entirely of Shift participants past and present, working on real client briefs for a list of client brands that any agency would be proud to work on.

Paul Drake, Foundation Director at D&AD, said, “agencies and brands need and want their creative teams to be more representative of the people they are creating for – but that diversity can be impossible to find if the only place you look for it is art and design schools.”

“By getting behind D&AD Shift with Google they can support and employ incredible individuals who challenge the assumption that talent only resides in a few universities.”

“For five years Shift has consistently matched self-made talent to opportunities in industry. Jobs have been the result – and they will continue to be the key metric in our exciting new partnership with Google.”

Ben Malbon, Senior Director at Google in EMEA, added, “diversity is an engine of creativity. There has never been a more important time to extend and support the opportunities available to those who don’t come into the industry through the conventional doorways.”

“We’ve been great admirers of the work of the Shift team at D&AD for many years, and it’s a privilege to be involved with the team there to expand the scale and impact of their work. We’re excited about what this partnership can grow into.”




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