The latest TV campaign from The Meth Project, directed by Darren Aronofsky (“Requiem for a Dream”) and produced by Wild Plum, takes an uncompromising look at the reality of meth abuse. Created by ad agency Organic, the powerful spots aim to reduce first-time meth use asking, “What do you know about meth?” and graphically portraying its consequences.nnThe campaign includes a new website: www.methproject.org, as well as radio, print, mobile and out of home advertising.nnHard-hitting and stark, the four :30 spots, “ER,” “Deep End,” “Losing Control” and “Desperate,” provide a somber glimpse into the darkness of meth addiction, from stealing and soliciting money to attempts of suicide and trips to the ER.nn
nnAronofsky’s single-take approach maintains an unflinching realism: there are no flashbacks, no reasons or excuses; only scared faces and voices of regret entangled in a worsening situation. Each spot opens with slow-motion close-ups on a young person’s face as the voiceover gets us into his/her head and thoughts. As the speed ramps up, the surreal and peaceful opening soon turns into a very real and eerie realization of what’s happening in the present.nn”When we discussed this project with the client, we felt that Darren was the perfect fit as the director,” explains Shelby Sexton, Wild Plum Executive Producer/Partner. “Darren had previously collaborated with The Meth Project (formerly Montana Meth Project) and we knew he’d bring the right sensibilities and authenticity to the concepts.”nnFor the two-day shoot in NYC, all of the sets were built on stage, enabling Aronosfky and his crew complete control of the environment. To achieve the single-camera moves, they had to easily adjust the camera and walls of the sets.nn”The project engaged us with the alarming realities of the meth; we knew there was no sugarcoating the truth,” concludes Sandy Haddad, Wild Plum Executive Producer. “The stories had to embody a brutal honesty to get the campaign’s message across. Organic and Darren [Aronofsky]’s vision shaped that message effectively.” nnnnProject: The Meth ProjectnSpot Titles: ER, Deep End, Losing Control and DesperatenAirdate: November 8, 2011nnAd Agency: Organic/San FrancisconnGroup Creative Director: Brad MancusonCreative Director: Urs RossnDirector of Production: Laurale WunschnArt Director: Tyler WarrendernCopywriter: Fred AbercrombiennProduction Company: Wild PlumnnDirector: Darren AronofskynDirector of Photography: Darren LewnExecutive Producer/Partner: Shelby SextonnExecutive Producer: Sandy HaddadnExecutive Producer: Scott FranklinnLine Producer: Ted RobbinsnSet Designer: Charles InfantenMake-Up Artist: Martina KohlnnEditorial & Post Production Company: Final Cut NYCnPresident: Stephanie AptnExecutive Producer: Viet-An NguyennEditor: JD SmythnAssistant Editor: Ben McCambridgenSmoke Artist: Cecil HookernSound Design: T. Terressa TatenMotion Graphics: Phillip BrooksnnColor Correction: TechnicolornnnnAbout Wild PlumnBoutique production house Wild Plum was founded in 2007 by industry veterans Shelby Sexton and Alisa Allen. Sexton, executive producer, and Allen, CFO, boast over two decades of combined experience, both having extended stints at the renowned Plum Productions.nnBased in the heart of Venice, Wild Plum handles some of today’s most exciting directorial talent and is dedicated to producing not only traditional commercials, but also new creative content in the fast-paced and ever-changing production industry. Its roster currently includes Kamp Grizzly, Kieran Walsh, Ericson Core, Shane Drake, Mike Goubeaux, and Jan De Bont.nnRecent projects include campaigns for Adidas and Target directed by Kamp Grizzly, Paramore’s “Monster” music video directed by Shane Drake, Dial’s “Oath” commercial helmed by Ericson Core, and its eight season of branded content for “American Idol” and Ford. www.wildplum.tvnn Contact:Michele Lu Kumar Priya PR 310.922.0464 Contact Michele via email
“ฦvolution” Comes Full Circle At The Chelsea Film Festival
The Chelsea Film Festival, running from October 16th through October 20th, 2024, at Regal Cinemas here in Union Square, is set to host the East Coast premiere of ฦvolution, a thought-provoking experimental micro-short film that proves big ideas can come in small packages and in perfect circles.
In just 1 minute 16 seconds, this cinematic gem by Award-Winning Director Romina Schwedler, with original music by Argentine Composer Ignacio Montoya Carlotto, explores a cycle as old as time: life leads to progress, progress leads to destruction, and destruction, well, leads back to life. But is this vicious circle unbreakable? ฦvolutionย suggests the answer is yes, unless we decide to open our eyes.
Inspired by the overwhelming number of recent events that threaten human existence,ย ฦvolution, possibly the shortest film in this 12th edition of the festival, plays out entirely through the symbolism of circles, cleverly illustrating โin the blink of an eyeโ the repeating patterns of history, and confronting viewers with the uncomfortable truth that our so-called โprogressโ may, in fact, be guiding us to our own ruin.Premiering at the Regal 14 Union Square, New York City, on October 18, 2024, at 11 a.m., Romina Schwedler's micro-short, featuring Leah Young with cinematography by Alan J. Carmona, will be sure to spark conversations longer than the film itself! Forcing viewers to reconsider the true meaning of evolution, not just as a biological process, but as a reflection of our collective journey as humans.
With a string of festival appearances across the globe, including CineGlobe at CERN (Switzerland/France), Oscarยฎ... Read More