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.tvnn
Contact:
Michele Lu Kumar Priya PR 310.922.0464 Contact Michele via email
SPW Category:Public Service Announcement (PSA) News
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More
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