News Detail
Fey Tarty '94 Pays La Salle A Visit
Feh Tarty ‘94 paid a visit to La Salle Academy and his former teacher Bill Connors on a Friday in mid-November and he met with students of a number of art classes and gave a presentation concerning the work he has done with Mother, the very prestigious London-based advertising firm for which he works.
“He is by far one of the most successful art graduates we've had,” said Mr. Connors. “He's world famous and it was great of him to spend time with us and show us some of his work. As the creative director at Mother, Feh helps to oversee big global and UK specific brands.”
During the session with the La Salle students, Feh showed them a very recent and successful advertising campaign that he and his team created for IKEA, the Swedish home furnishing giant that incorporated in 1958.
Feh Tarty ‘94 paid a visit to La Salle Academy and his former teacher Bill Connors on a Friday in mid-November and he met with students of a number of art classes and gave a presentation concerning the work he has done with Mother, the very prestigious London-based advertising firm for which he works.
“He is by far one of the most successful art graduates we've had,” said Mr. Connors. “He's world famous and it was great of him to spend time with us and show us some of his work. As the creative director at Mother, Feh helps to oversee big global and UK specific brands.”
During the session with the La Salle students, Feh showed them a very recent and successful advertising campaign that he and his team created for IKEA, the Swedish home furnishing giant that incorporated in 1958.
The campaign, geared towards launching the their new brand positioning ‘Happy Inside’, kicked off with the release of 100 cats in IKEA UK’s flagship store, for real, based on the idea that cats always manage to find the most comfortable spots in the home that makes them feel happy. The film has kittens sitting in cups and slow motion footage of cats jumping down from the ceiling. A big white feline named Leo explores all the easy-open drawers available and soon the pride settles down, taking catnaps everywhere.
“I came to the U.S. from Liberia in the summer of 1983 at age 7,” said Feh during a break from his meetings with students and Mr. Connors. “I attended Nathaniel Greene School in Providence prior to coming to La Salle. We lived in the neighborhood near Classical High School but my mother was not too keen on Classical for some reason. She believed that La Salle was the best place for me. And she was right.”
“At the risk of not leaving someone out, in addition to Mr. Connors, I fondly remember Mrs. McNamara who taught math, Mr. Daley in Guidance, Brother Fred who was principal, Tom Martin for homeroom and Mr. Kopka,” said Feh. “From La Salle I went to Syracuse University to study architecture, but later switched my major to Communication Design. After college I took a job at Tracy Locke, a promotions agency in Dallas. Two years later, I switch to a more traditional advertising agency in Los Angeles called DDB. There I got my big break with a Super Bowl commercial that later went on to win an Emmy Award. I then took a job at Goodby Silverstein & Partners in San Francisco where I worked on Got Milk? and other big US brands. Three years after that, 2008, I move to London, UK to work at agency called Wieden-Kennedy. They’re mostly known for Nike.”
Concerning his current position, Feh said that Mother London is widely regarded as one of the most creative and progressive agency in the world. They were voted as The Advertising Agency Of The Decade by the UK’s leading industry publication, Campaign Magazine in 2009. "Our philosophy is to make great work, and have fun doing it,” said Feh. “And you can make a pretty good living for yourself as well.”
Founded around a kitchen table in 1996, 14 years later, Mother now has over 400 employees in three continents after Mother New York was founded in 2003, and Madre, based in Buenos Aires launched in 2005. Mother has pioneered a creative culture where all employees work directly with clients, including the creative teams. It is the agency of record for many world famous brands including Coca-Cola, Dell, Stella Artois, and Schweppes and, of course IKEA.
“It is really great making a career out of something I’ve loved my entire life – art,” said Feh. “I owe much of that to the education that I received at La Salle. I really developed my foundation here.”
Over the years, Feh’s work has been recognized at the Art Directors Club, One Show, D&AD, ANDY Awards, Cannes, Clios, London International, The Effies, Los Angeles Belding Awards, The Yahoo Big Idea Chair Awards, AICP, and The Emmys.
To see a sample of Feh’s work, click on any or the below links.
http://latimesblogs.latimes.
http://www.dandad.org/
http://www.youtube.com/watch?
http://www.youtube.com/watch?
http://www.vimeo.com/tarty/
http://demo.northkingdom.com/
http://demo.northkingdom.com/
