In PSAs created by Arnold Worldwide, Boston, directed by Joshua Seftel of Redtree Productions, Boston, and broadcast by Comcast, viewers will get the chance to see the good being done by the young volunteers of City Year who dedicate a year to community and country as tutors, mentors and role models who transform children’s lives.
The spots feature City Year corps members–17-to-24 year-olds from diverse backgrounds–in meaningful moments that convey the powerful impact they have as young people engaged in citizen service. Each PSA carries the City Year tagline “give a year. change the world.”
The centerpiece “Anthem” spot shows the volunteers decked out in their red City Year jackets, juxtaposed with stock footage of historic figures who have been faces of positive change, including Mahatma Gandhi, Dr. Martin Luther King, Cesar Chavez and Mother Theresa. A young volunteer declares, “I am change and this is what I wear.” We see a group of youngsters in unison zip up their red City Year jackets. And then the camera shows the back of that jacket, carrying the City Year logo. The website address cityyear.org also appears.
“The more you learn about City Year, the more you are inspired by the energy, passion and optimism that shine through everything they do,” said Arnold creative director Brian Hayes. “We hope these new ads convey this and motivate more young people to get involved in the program.”
The ads will be broadcast nationwide by Comcast, a City Year corporate partner. Part of its three-year, $27 million commitment to City Year is the donation of airtime that will show the PSAs nearly 2,400 times on Comcast networks.
Seftel brought his documentary chops to the campaign, chronicling the work of City Year volunteers. The DP was Giorgio Scali.
The Arnold team included CCO Pete Favat, creative director/copywriter Hayes, creative director/art director Andi Bird, art director Chris Geraghty, copywriter Matt Kaiser, producer Chris Perry and assistant producer Reaghan Puleo.
Editor was Shondra Burke of Red Tree. Post facility was Brickyard VFX, Boston.
Netflix Series “The Leopard” Spots Classic Italian Novel, Remakes It As A Sumptuous Period Drama
"The Leopard," a new Netflix series, takes the classic Italian novel by Giuseppe Tomasi di Lampedusa and transforms it into a sumptuous period piece showing the struggles of the aristocracy in 19th-century Sicily, during tumultuous social upheavals as their way of life is crumbling around them.
Tom Shankland, who directs four of the eight episodes, had the courage to attempt his own version of what is one of the most popular films in Italian history. The 1963 movie "The Leopard," directed by Luchino Visconti, starring Burt Lancaster, Alain Delon and Claudia Cardinale, won the Palme d'Or in Cannes.
One Italian critic said that it would be the equivalent of a director in the United States taking "Gone with the Wind" and turning it into a series, but Shankland wasn't the least bit intimidated.
He said that he didn't think of anything other than his own passion for the project, which grew out of his love of the book. His father was a university professor of Italian literature in England, and as a child, he loved the book and traveling to Sicily with his family.
The book tells the story of Don Fabrizio Corbera, the Prince of Salina, a tall, handsome, wealthy aristocrat who owns palaces and land across Sicily.
His comfortable world is shaken with the invasion of Sicily in 1860 by Giuseppe Garibaldi, who was to overthrow the Bourbon king in Naples and bring about the Unification of Italy.
The prince's family leads an opulent life in their magnificent palaces with servants and peasants kowtowing to their every need. They spend their time at opulent banquets and lavish balls with their fellow aristocrats.
Shankland has made the series into a visual feast with tables heaped with food, elaborate gardens and sensuous costumes.... Read More