This spot shows lines of cocaine with a super revealing that more than 6,000 people died from abuse of that illegal drug last year. The cocaine is then poured into a prescription bottle, at which point the tally of 6,000 steadily rises, approaching 16,000 as we see that was the number of people who died from prescription painkiller abuse during the same timespan.
Titled “Cocaine,” this PSA is one of three :15s in a “Dose of Reality” campaign created by Albuquerque ad agency Esparza for client the New Mexico Office of Substance Abuse Prevention.
Credits
Client New Mexico Office of Substance Abuse Prevention Agency Esparza Adam Greenhood, executive creative director; Craig Berry, sr. art director Jena Wallin, copywriter. Production/Post Wilcher Productions Sean Pilcher, director/editor; Matt Wilson, producer/DP/editor.
Dancer turned director Ezra Hurwitz collaborates with Ailey II artistic director Francesca Harper, featuring movement as museum pieces against the Whitney Museum of American Art’s striking architecture for this short film titled Echoes of Ailey. Commissioned to celebrate “Edges of Ailey” at the Whitney Museum, the film accompanies the first large-scale exhibition on the life and enduring legacy of visionary artist and choreographer Alvin Ailey. “Edges of Ailey” is currently on view at the Whitney until February 9.
Animating iconic images from Alvin Ailey’s 20th-century repertory, the film expands on the exhibition by constructing a visual narrative around his storytelling and influences. Set to Radiohead’s “Everything In Its Right Place,” dancers from the Alvin Ailey American Dance Theater, Ailey II, and The Ailey School capture the emotional core of the company’s history--physically situating Ailey’s masterworks amongst the Whitney’s collection.
“As a child, my grandmother took me to Ailey’s Revelations once a year,” said Hurwitz. “No matter how often I saw it, the work captivated me. There isn’t one specific thing I hope viewers take away from the film--or one way to interpret its images. It’s meant to be an abstract work, like Ailey’s creations.”
Turning to his archive, Hurwitz and Harper illuminate key sequences symbolic of Ailey’s profound legacy, closing on an uninterrupted sequence from "I’ve Been Buked," the opening movement of Ailey’s legendary "Revelations." Carrying a watershed moment back to its own medium, Echoes of Ailey captures the multigenerational impact of Ailey’s work, continued by his organization. The short film first premiered on Nowness.
