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
Agency Source Joins Forces With #BidforLA To Support LA’s Production Community
Agency Source x Bid for LA
Today, Agency Source, the newly launched business development platform for ad agencies and production companies, announced its partnership with #BidforLA, an initiative designed to support Los Angeles’ advertising production community as it recovers from the recent wildfires. LA is home to some of the world’s top talent, many of whom have been severely impacted by the fires. #BidforLA encourages production companies, filmmakers, and creatives to prioritize LA-based businesses, crews, and services when bidding on projects. Submitting a bid for Los Angeles—whether or not other locations are being considered—helps keep the city competitive and generates crucial work for local talent. The initiative aims to strengthen the local industry, create jobs, and reinforce LA’s position as a global leader in creative production. Agency Source has teamed up with #BidforLA to provide a comprehensive platform that connects production teams with essential resources in Los Angeles, offering a curated list of trusted local providers, including production companies, post houses, and independent production representatives. The list is living and breathing and will stay live and up-to-date as more companies are added. View the full production list HERE . Agency Source CEO Ross MacRae states, “As soon as we were asked to participate, we said yes immediately. We proudly support the businesses and individuals affected by the LA fires. We aim to help all production studios in the area bounce back and thrive again.” Notes co-founder Veronica Lombardo, “When envisioning a resource... Read More
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