A girl builds a sandcastle at the beach. She looks curiously at something out of our sight–but not for long. We see a small crab walk by–a label with a number is on its shell. He is then joined by other crabs, each with a number.
Next there’s a pelican wearing a number, followed by a starfish and other marine life, including a seal.
A voiceover relates, “If they could, they would. Run the Carpe Diem Santa Monica Classic. A 10K-5K run. All proceeds benefit Heal the Bay.” A parting shot shows a numbered dolphin jumping about in the water.
Heal The Bay is a nonprofit environmental organization dedicated to making Santa Monica Bay and Southern California coastal waters safe and healthy for people and marine life. Heal The Bay issues a weekly beach report card that rates water quality at beaches throughout the state. Under the group’s supervision, a Coastal Cleanup Day event attracted more than 10,000 volunteers to the beaches in Los Angeles County.
Marcus McCollum of Crossroads Films, bicoastal and Chicago, directed this PSA for agency Secret Weapon Marketing, Santa Monica.
The Secret Weapon team consisted of creative director Dick Sittig, art director Cameron Webb, copywriter Leah Dieterich and producer Kait Gaskey.
Crossroads principals are Camille Taylor and Dan Lindau, with Peter Abraham serving as executive producer and John Nelson as line producer. The DP was Doug Hostetter.
Editor was Jay Nelson of Cut + Run, Santa Monica. Christie Cash was exec producer. Effects supervisor/online editor was Cut + Run’s Mitch Gardiner. Audio post mixer was Matt Temple of Church Audio Post, Culver City, Calif. Marty Church produced for the audio post house. Colorist was Chico Dowden of Rushes, Los Angeles. Principal actress was Chamberlain Curto.
