Creative agency collaboration leads to powerful PSAs for Taller San Jose aiding local youths
www.dgwb.com.>DGWB Advertising & Communications (www.dgwb.com., Orange County’s largest independent marketing communications agency, recently showcased its creative talent with two public service announcement (PSA) videos for Taller San Jose — a nonprofit organization helping local youths living in Santa Ana, Calif., neighborhoods. Collaborating with the Santa Ana-based visual effects team of Sharon Diaz and Robb Hart of An Ideal World, DGWB creative professionals donated their time, talent and resources to produce striking videos that communicate the nonprofit’s mission.nnCommemorating Taller San Jose’s 15th anniversary, the PSAs illustrate the theme of “Nothing in Life has to be Permanent” with powerful and highly technical visual effects of gang tattoos undrawn from the bodies of talents portraying high-risk youths facing the challenges of their surroundings and past gang affiliations. The PSAs are currently broadcasting on local TV stations to raise awareness for Taller San Jose’s mission of being the “Home of Second Chances.” nn
n”Nothing in Life has to be Permanent” can be viewed via YouTube® here.online.nn”The thing that makes me most proud about the PSAs is how we involved our outside partners to help us spread the word about the amazing work Taller San Jose does in giving at-risk youth a second chance at success,” said Jon Gothold, DGWB executive creative director and partner. “An Ideal World‘s visual effects rival the best technical expertise found anywhere. and the score Greg Kuehn of Peligro Music composed for us was perfect. They really embraced the passion DGWB has about Taller San Jose and made it a personal passion of their own, which really showed in the finished product."nnTaller San Jose was founded in 1995 by Sister Eileen McNerney, a member of the congregation of the Sisters of St. Joseph of Orange. Sister Eileen strived to develop a program that could move young people from violence to productivity. By bringing together sponsors representing local government, churches, corporations, foundations, and private individuals, Sister Eileen opened an educational and job-training center in downtown Santa Ana for high-risk youth ages 18-28. She named the center Taller San Jose — St. Joseph’s Workshop, after St. Joseph, the patron saint of workers.nnn”Home of Second Chances” can be viewed via YouTube® here.nn”The Taller PSAs were a labor of love by a passionate team of creative professionals who chose to live, work and serve our neighbors in Orange County,” said Hart, the founder of An Ideal World. “The production of the PSAs involved a blend of the latest visual effects technology and basic techniques to bring forth dramatic results.” nnThe PSA team also included Rich Schaefer of High Impact Pictures as the director of photography, who generously donated his time and equipment which included the new RED Epic® camera. nn”One of the goals of the Taller PSA project was to balance the highly technical visual effects with emotional content, and the team ultimately delivered on that goal,” said Aron Paul Orton, director and editor at DGWB. “The biggest visual effects challenge was to make the animated tattoos look realistic. This required an uncompromising attention to detail and vision from the team of Sharon Diaz and Robb Hart to achieve the visual effect.” nnCredits nAdvertising Agency, www.dgwb.com.>DGWB Advertising & Communications; Director/Editor, Aron Paul Orton; Associate Creative Director/Copywriter, Courtney Betley; Creative Director, Jon Gothold; Producer, Antoinetta Smekal; Actor/Guy, Javier Lezama; Actress/Mom, Connie Marie Avila; Actress/Child, Mia Cardena; Camera Equipment, High Impact Pictures; Director of Photography, Rich Schaefer; Co-Visual Effects Supervisor, Sharon Diaz; Co-Visual Effects Supervisor, Robb Hart; 1st AC, Jeff Lynn; Gaffer, Brian Rupp; Grip, Stephen James; DIT, Kip Hewitt; Stylist, Skipper; BTS Camera, Jeff Gordon; Stage, Pfinix Studios; Stage Manager, Chris Tornow; Post Production, An Ideal World; Lead Flame Artist, Sharon Diaz; Shake/Sketchbook Pro Artist, Robb Hart; Motion Graphic Design, Brandt Weisman; Music, Peligro music and sound; Composer, Greg Kuehn; Audio Mastering, Stewart Sound; Sound Engineer, Dave Myslek; Tattoo Art, Lowrider TattoosnnAbout DGWB nFounded in 1988, DGWB Advertising and Communications is a leading mid-sized agency best known for its shared values approach to integrated marketing. The award-winning Southern California firm provides general market advertising, creative, promotions, interactive media and public relations services, and utilizes a pioneering approach to consumer relationships that seeks to find the common values between its clients and their customers. From offices in the 1935 Santa Ana City Hall building, which the agency purchased and renovated in 2000, agency partners Mike Weisman, Mandi Dossin and Jon Gothold lead a staff of 80 in service of clients Toshiba, KFC, Wienerschnitzel, Hilton Garden Inn, California Avocados, Dole Fresh Fruit, Children’s Hospital of Orange County and others. Also housed at DGWB is The Values Institute, which explores values-based marketing and social entrepreneurialism issues and publishes the annual “Most Trustworthy Brands” surveys. For information, call (714) 881-2300 or visit www.dgwb.com. Contact:Sung Choi DGWB 714-881-2345 Contact Sung via email
AICP’s Demographic Reporting Initiative Expands Categories To Reflect Client and Agency Requests
AICP has announced that an updated template for its Demographic Reporting Initiative is now available. Originally launched in October of 2021, the Demographic Reporting Initiative allows production companies to provide their advertiser and agency clients with insight into the demographic makeup of the people on the crews of their commercials and brand content. As with version 1.0, the 2.0 iteration was prepared in cooperation with a consortium of industry payroll companies. This updated version of the Demographic Reporting initiative has greatly expanded the listing of gender identity categories, and added the ability for production staff to include their veteran status in the U.S. Armed Forces. These reports will provide AICP member production companies with anonymous and voluntarily provided breakdowns on these demographic categories, which can in turn be shared with agencies and advertisers upon request. More information on the Demographic Reporting Initiative can be found on the AICP website here. The updated Demographic Reporting Initiative framework was revised as a result of a continued push from marketers for this information, noted Sheila R. Brown, AICP’s Vice President, Equity & Inclusion. “The demand for demographic information from marketers directly and their advertising agencies continues to grow,” Brown notes. “As our communities become more diverse, the yearning to know the make-up of the production crews increases. And in our continuing goal to be more inclusive, we also wanted to offer our production crews more options to self-identify. The addition of more gender identity options, and the option to indicate whether an individual is a veteran or... Read More