This PSA for the American Foundation For AIDS Research (AMFAR) is simple and direct. A young boy is cavorting around in the rain, protected by a dark umbrella.
A series of supered messages enter the screen as the boy continues playing. Each super-eight in all-combines to form what at first seemingly shapes up to be an upbeat sentence regarding this youngster’s situation. Supporting the initially rosy outlook is a "Singin’ In the Rain"-type feeling as the boy is having a wonderful time amidst the raindrops.
The pause between each super heightens the anticipation and impact, before the last two words provide a sobering bottom line that underscores the need for public support.
Strung together the supers read: "Today, this HIV-positive child can look forward to new sneakers, summer vacations, a later bedtime, and eventually GETTING AIDS."
At that point, a voiceover interjects: "We’ve bought time. More research will buy answers. The American Foundation For AIDS Research."
This PSA is unusual in that it’s not targeting the typical evils such as fear or stigmas about the illness. Instead "Puddle" is part of a campaign designed to dispel the misconception that the fight against this disease is finished and there’s less urgency thanks to inhibitor drugs and other treatments. The fact is that AIDS is still a killer, and complacency has become an ally to the illness.
"Puddle," a :30, was conceived by Young & Rubicam, New York. The creative team included executive VPs/executive creative directors Manny Perez and Peter Murphy, associate creative directors Dean Gemmell and Reid Miller (who have both since left the agency), executive VP/director of broadcast production Ken Yagoda, executive VP/executive producer Roseanne Horn, senior VP/ music production supervisor Peter Greco and assistant producer Debra Airey.
The PSA was directed by James Gartner of bicoastal Gartner. His support team included Gartner executive producer Rich Carter and producer Roger Petrusson. DP was Tom Olgeirsson.
"Puddle" was edited by Barry Stilwell of Jump, New York. Jump’s David Bryen was assistant editor, with Jennifer Hornak serving as producer. Stilwell and Bryen also handled audio mixing and sound design. For Nice Shoes, New York, the colorist was Lenny Mastrandrea and the online editors were Ed Skupeen and Kevin Wade.
Jon Grindstaff of Rocket Music, New York, was composer/arranger.
Director Jack Begert Joins Biscuit For His First Commercial Representation In U.S. & U.K.
Biscuit Filmworks has added filmmaker Jack Begert to its roster in the U.S. and U.K. This marks Begert’s first representation in advertising, building upon his acclaimed work in music video and film. He is best known for his striking aesthetic and surreal use of visual effects, displayed in his feature film debut Little Death, which won the NEXT Innovator Award at the 2024 Sundance Film Festival. The film stars David Schwimmer, Gaby Hoffman, Dominic Fike, and Talia Ryder, and was produced by Darren Aronofsky.
Miami-born and L.A.-based, the USC Film School graduate began his career in VFX and as an editor. Begert has worked with iconic musical artists including Kendrick Lamar, SZA, Flying Lotus, Childish Gambino, and Olivia Rodrigo, and has independently directed international campaigns for brands such as Apple, Converse, New Era, and Reebok.
Shawn Lacy, founding partner of Biscuit Filmworks, said of Begert, “We are such fans of his work--and of him as a creator, thinker, collaborator, and great guy.”
“My creative approach is often about trying to discover something unexpected in the filmmaking process,” said Begert. “Biscuit is a place where I can bring my own perspective to the work and still feel supported. That philosophy is clear from the talent they represent, and I’m excited to join their roster.”
“Jack’s work blew me away the moment I first saw it,” said Rupert Reynolds-Maclean, managing director at Biscuit Filmworks UK. “He is a modern young director who clearly cares deeply about both craft and the necessity for it in his storytelling. Everything always pushes the narrative forward. We’re looking forward to making great work together.”
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