Last years Winner
Talented illustration student Zara Picken was the national winner of the inaugural ‘Art of Nurture’ creative competition, an innovative arts initiative organised by Lloyds TSB Commercial Finance.
The contest offered students from across the UK the chance to experience working to a tight, professional brief and create commercially-focused art to boost their portfolios.
As well as winning £3,000 for herself and £3,000 for her University, Zara’s prize included three weeks of paid professional placements within the creative industries.
Her winning work is also being featured in as part of Lloyds TSB Commercial Finance’s ‘Art of the Advisor’ high-profile international advertising campaign.
Born in Walsall in 1985, Zara first discovered her passion for narrative illustration after developing a love of producing storyboards for animations.
After completing an art foundation course at Stafford College, specialising in graphic design, Zara undertook the BA(Hons) Illustration degree at University of the West of England’s (UWE).
Her progression through the competition
During her second year at UWE, Zara’s lecturers, aware of her desire to progress a career in illustration, encouraged her to enter Commercial Finance’s ‘Art of Nurture’ competition.
The brief was to create a visual representation of an aspect of the skills and expertise Commercial Finance brings to the corporate finance market, such as team working or flexibility.
Zara said: “I entered the competition because with so many up and coming artists studying for creative qualifications, ‘Art of Nurture’ presented a fantastic opportunity to distinguish myself from other students by making a significant addition to my portfolio during my studies.
“The piece I entered depicted how new concepts help Commercial Finance stand out in its market place. Using an illustration of robots I showed how one figure was distinct from the masses thanks to its bright ideas.”
Her piece was entered into the South West heat, and against tough competition from other students across the region Zara won 1st prize and a place in the national finals.
Zara said: “Winning the first stage of the contest was a really encouraging sign that I was successfully expressing my ideas, but going up against the best of entries from across the UK was pretty intimidating.”
The national final was a close run contest but Zara’s piece won over a judging panel made up of luminaries from the art, corporate and advertising worlds.
Judges included Bloomsberg News arts correspondent Farah Nayeri, Arts & Business chief executive Colin Tweedy and artist and painter PJ Crook.
Zara said: “I couldn’t believe it when they announced that I’d won. It suddenly dawned on me that my work would be used as part of an international advertising campaign for one of the most recognisable names in banking – it’s such an amazing boost to my portfolio.”
Lucian Camp, executive creative director and chairman of leading London advertising agency cchm:ping, added: “The standard of entries was really high but Zara produced a fresh and original idea which will work really well within the advertising campaign.”
The Prize
In addition to a £3,000 prize fund, Zara won a three week paid placement which involved working with advertising agency cchm:ping, assisting a freelance photographer and seeing how Lloyds TSB Commercial Finance support their clients.
Zara said: “Obviously the cash prize was great but the placement opportunity was in my eyes the best thing about winning. Seeing the development process behind the commercial projects I hope to undertake in my career was an inspiring experience. I was involved in everything, from compiling a brief right through to presenting the final work to the client.
“cchm:ping also encouraged me to assist all of their departments, from art direction to copywriting and design. The time spent with the teams gave me an invaluable insight into how professional agencies operate.
“Working in Commercial Finance’s corporate environment was also really interesting and gave me a professional experience most creative students don’t get. Everyone was really welcoming and it was great to meet the team who embody the values we had been asked to visually portray.”
Following ‘Art of Nurture’, Zara is now completing her studies at UWE and aims to work as an illustrator for advertising and editorial projects once she graduates.
