The latest TV campaign from The Meth Project, directed by Darren Aronofsky (“Requiem for a Dream”) and produced by Wild Plum, takes an uncompromising look at the reality of meth abuse. Created by ad agency Organic, the powerful spots aim to reduce first-time meth use asking, “What do you know about meth?” and graphically portraying its consequences.nnThe campaign includes a new website: www.methproject.org, as well as radio, print, mobile and out of home advertising.nnHard-hitting and stark, the four :30 spots, “ER,” “Deep End,” “Losing Control” and “Desperate,” provide a somber glimpse into the darkness of meth addiction, from stealing and soliciting money to attempts of suicide and trips to the ER.nn
nnAronofsky’s single-take approach maintains an unflinching realism: there are no flashbacks, no reasons or excuses; only scared faces and voices of regret entangled in a worsening situation. Each spot opens with slow-motion close-ups on a young person’s face as the voiceover gets us into his/her head and thoughts. As the speed ramps up, the surreal and peaceful opening soon turns into a very real and eerie realization of what’s happening in the present.nn”When we discussed this project with the client, we felt that Darren was the perfect fit as the director,” explains Shelby Sexton, Wild Plum Executive Producer/Partner. “Darren had previously collaborated with The Meth Project (formerly Montana Meth Project) and we knew he’d bring the right sensibilities and authenticity to the concepts.”nnFor the two-day shoot in NYC, all of the sets were built on stage, enabling Aronosfky and his crew complete control of the environment. To achieve the single-camera moves, they had to easily adjust the camera and walls of the sets.nn”The project engaged us with the alarming realities of the meth; we knew there was no sugarcoating the truth,” concludes Sandy Haddad, Wild Plum Executive Producer. “The stories had to embody a brutal honesty to get the campaign’s message across. Organic and Darren [Aronofsky]’s vision shaped that message effectively.” nnnnProject: The Meth ProjectnSpot Titles: ER, Deep End, Losing Control and DesperatenAirdate: November 8, 2011nnAd Agency: Organic/San FrancisconnGroup Creative Director: Brad MancusonCreative Director: Urs RossnDirector of Production: Laurale WunschnArt Director: Tyler WarrendernCopywriter: Fred AbercrombiennProduction Company: Wild PlumnnDirector: Darren AronofskynDirector of Photography: Darren LewnExecutive Producer/Partner: Shelby SextonnExecutive Producer: Sandy HaddadnExecutive Producer: Scott FranklinnLine Producer: Ted RobbinsnSet Designer: Charles InfantenMake-Up Artist: Martina KohlnnEditorial & Post Production Company: Final Cut NYCnPresident: Stephanie AptnExecutive Producer: Viet-An NguyennEditor: JD SmythnAssistant Editor: Ben McCambridgenSmoke Artist: Cecil HookernSound Design: T. Terressa TatenMotion Graphics: Phillip BrooksnnColor Correction: TechnicolornnnnAbout Wild PlumnBoutique production house Wild Plum was founded in 2007 by industry veterans Shelby Sexton and Alisa Allen. Sexton, executive producer, and Allen, CFO, boast over two decades of combined experience, both having extended stints at the renowned Plum Productions.nnBased in the heart of Venice, Wild Plum handles some of today’s most exciting directorial talent and is dedicated to producing not only traditional commercials, but also new creative content in the fast-paced and ever-changing production industry. Its roster currently includes Kamp Grizzly, Kieran Walsh, Ericson Core, Shane Drake, Mike Goubeaux, and Jan De Bont.nnRecent projects include campaigns for Adidas and Target directed by Kamp Grizzly, Paramore’s “Monster” music video directed by Shane Drake, Dial’s “Oath” commercial helmed by Ericson Core, and its eight season of branded content for “American Idol” and Ford. www.wildplum.tvnnMichele Lu Kumar Priya PR 310.922.0464 Contact Michele via email
Liz Charky Directs a Playful and Reflective Video For Henry Hallโs “Tiny Door”
Directed by Liz Charky, the music video for Henry Hallโs โTiny Doorโ is a playful and profound exploration of the songโs intriguing perspective on love. Silly moments and serious heartbreak are skillfully weaved together in a series of cheeky, dreamy, profound, and sometimesย psychedelicย scenes. โI am a huge fan of love songs that have an unusual, hyper-specific perspective on love,โ says Hall. โThatโs what I wanted to do with โTiny Door.โ Itโs about loving someone unconditionally while recognizing that love is something that isnโt always straightforward โ I think thatโs something we all attempt to come to terms with in our lives. I thought it was a unique yet universal detail about love and therefore an intriguing subject matter for a song. Even though the song is a ballad at its core, it still has a lighthearted sense of humor to it โ thatโs really portrayed well by Liz, and Ellin Aldana, our cinematographer.โ Charky explains, โWhen I first listened to the song, I felt it was a love song full of longing with a kind of wishful melancholy. As I spoke with Henry about his intention behind the lyrics and sound, I was assured that I'd need to explore heartbreak in a nuanced way โ with a degree of levity and playfulness. For me, falling in and out of love runs the full course of human expression. Love and heartbreak can be so emotionally intense and sometimes lonely, other times quite goofy or liberating.ย In developing the concept, I focused on both the literal and figurative ways that falling in and out of love might look like. So, you see Henry and co-star Franny Arnautou falling, flying, dancing, raging, winking, smiling, and... Read More