This spot opens on a young man standing before a majestic mural on a busy neighborhood street. He carelessly throws his lit cigarette against the wall, setting the mural ablaze. As he continues to walk past the mural, we see the fire engulf symbolic images that represent the Latino community, including a man holding a child in his arms, a group of youngsters, colorful flowers, and a winged angel. As they ignite, fading to greys while withering, the painting of the man embraces the child to protect it, and the angel folds her outstretched wings.
When the man reaches the far end of the wall, we witness the destruction he’s left behind. Most of the mural’s vibrant images have been charred beyond recognition. Those still intact—primarily two huge human faces—clearly feel the pain. Tears flow down these male and female countenances. A Spanish voiceover simply relates (in English translation), "This is what tobacco has taken away from us." A super gives the phone number for the Smoker’s Helpline.
Harry Karidis directed this anti-smoking :30 (as well as a version in English) for the Arizona Department of Health Services and Phoenix-based agency Arvizu Advertising. The message targets Latino audiences in Arizona, hoping to keep youngsters from smoking—or at least to inspire people to quit the tobacco habit.
Helming the live action for the public service spot, Karidis worked closely with the visual effects team at Ring of Fire Advanced Media, West Hollywood, and mural artist Judith Baca. The Ring of Fire ensemble created a montage of Baca’s murals, making them one building-long piece, and then brought the artwork to life via digital animation, effects and compositing.
The Arvizu creative contingent included creative directors Elizabeth Martinez and David Gil, and producer Barb Almendarz.
The job was co-produced by Karidis Productions, Los Angeles, and the recently closed Tropix. Patti Coulter and Perry Karidis of Tropix and Karidis Productions, respectively, served as executive producers. Harry Karidis also lensed the live action.
Ring of Fire’s effects artisans were creative director/senior Henry artist Jerry Spivack, executive producer John Myers, visual effects supervisor/ Inferno artist Kevin Prendiville, Inferno artist Danny Yoon, CGI artist Jason Lee, matte painter Ron Crabb and rotoscope/Elastic Reality artist Gary Mortensen.
Chris Gipson of Red Car, Santa Monica, edited the spot. Prendiville and Casey Conroy of Ring of Fire were online editor and post producer, respectively. Rob Sciarratta of Company 3, Santa Monica, was the colorist. Audio mixer was Guy Gray of Schtung America, Santa Monica.
Composer/sound designer was Andrew Hagen of Schtung, with a guitar solo by Eddie Reyes. Louisette Geiss produced for Schtung.
