This :30 opens on what seems an innocuous slice of life: a long shot of a man and a woman seated on a bench in a public courtyard, outside a row of shops. Watching them chat, we hear their voices, but cannot make out exactly what they’re saying. Urban street noises are the only other sounds in the spot. The weather is cool—she wears a hat and scarf, he’s in an insulated vest, and they’re both drinking coffee. The man carelessly leaves his cup behind when they stand and walk away, revealing the third person on the bench.
This scene becomes poignant when that person—whose face is obscured by a hat—picks up the cup and drinks from it. His/her body language conveys gratitude for this source of warmth and sustenance on a winter day. A couple of supers read, "It’s a short step to the street" / "Help make it a short step back." Then the logo of the River to River Partnership appears, accompanied by its Web site address (www.rivertoriver.org) and the motto "Jobs · Training · Respect." River to River is a nonprofit catalyst organization that provides jobs and training for homeless people in Manhattan.
Titled "Coffee Shop," this simple-yet-striking :30 is one of three that at press time had just broken in the Tri-State area (New York, New Jersey, Connecticut). They’re slated to run through the end of February, thanks to cable time donated by Time Warner. The campaign marks the directorial debut of editor Joel Marcus of Superior Assembly Editing Company, Santa Monica.
A bit of fortuitous timing created the helming opportunity for Marcus, who during the River to River project’s early stages was cutting a Jaguar campaign for Young & Rubicam, Irvine, Calif. The executive producer on the Jaguar assignment, Elizabeth Corsini, had the River to River scripts and suggested Marcus as the person to direct them.
Corsini had gotten the scripts from a friend: copywriter Josh Grossberg of Ogilvy & Mather, New York. Grossberg and freelance art director Adam Thompkins were recruited to come up with ideas for the River to River campaign by Kate Boydell of New York ad shop AgencyEngine.
Marcus read the scripts and helped develop the :30s. Each captures an everyday situation that ultimately illuminates the possibility that the person in front of you, behind you or sitting next to you is homeless. Key to the concept was that a homeless person not necessarily look needy in the stereotypical sense of being disheveled, dirty and in ragged clothes. The agency creatives and the River to River Partnership embraced Marcus’ take on and treatments for the campaign. So with a budget of $5,000 (including travel), Marcus and Superior Assembly’s Dillard Sholes, who produced the spots, were off to New York. They had a total of five days to cast, scout and prep before the scheduled two-day shoot.
Sholes enlisted the support of assorted companies and artisans. The New York branch of Neue Sentimental Film USA provided a production office in Soho as well as a production manager, and helped in assembling a crew that worked pro bono. Among the other contributors: Eastman Kodak, which donated film stock; Camera Service Center, New York, which donated a camera package and dolly, and gave a major discount on the grip and lighting equipment; Kits & Expendables, New York, which donated various production supplies; Image Lab, Burbank, Calif., which donated developing and processing; and Superior Assembly, R!OT Santa Monica, and audio post house Eleven, Santa Monica, which donated postproduction services. Also providing services for free was music/ sound design house stimmung, Santa Monica.
The AgencyEngine creative ensemble consisted of Grossberg, Thompkins and producer Boydell. Director Marcus’ support team included producer Sholes and Neue Sentimental exec producer Caroline Kousidonis and production manager Amy Draughn. The spots were shot on location in New York by DP Checco Varese.
Marcus cut the campaign, backed by Superior Assembly executive producer Carol Lombard and assistant editor Sahir Champion. Jason Frank and Clark Mueller of R!OT Santa Monica served as online editor/ compositor and colorist, respectively. Jeff Payne of Eleven was the audio engineer/ mixer, assisted by Chris Hildrew, with Pam Doyle and Erin Reilly executive producing.
Stimmung’s Gus Koven was the sound designer, assisted by Michael Anastasi. Ceinwyn Clark executive produced for stimmung.
Possibly the spots will gain exposure on the West Coast, too. At press time, the SOMA Partnership—a Bay Area sister foundation of River to River—expressed interest in running the campaign in San Francisco.
