anti-smoking psa - "the hag"
Produced through touré Creative via DCF Advertising, this is one of 5 PSA spots we shot for the NY Dept. of Health for their anti-smoking campaign in 2007-2008 under then-mayor Michael Bloomberg. Of the 5 spots I produced & directed for them, this one tested 2nd for effectiveness with the focus groups. We had a lot of fun shooting it , but the actress got really nauseous from the cigarettes. After we ran out of prop cigs, she smoked about 15 real ones within a 2-hour period for the shoot! We were under a very tight deadline, and this was essentially a "proof-of-concept" rough cut, so it is not as tight as I would have liked it to be. Ultimately they decided to release one of the other spots we shot, "CIGARETTES ARE EATING YOU ALIVE" (see the broadcast final on the SPOTS page), but I would have loved to finalize this with the dream-sequence VFX we had planned. I think the spot loses a bit of effectiveness without that... smoke coming out of her stoma (throat hole) would have been awesome! But hey, client wants what the client wants! May finish it myself someday when I get a few spare hours to slap it around. Keep ya "posted"! (OK, so only Editors & such will get that little pun ; )
Credits
Agency: DCF Advertising
Production Co: touré creative
Producer/Director/Editor: Jamil Touré
Co-Editor: Ryan Gould
Agency: DCF Advertising
Production Co: touré creative
Producer/Director/Editor: Jamil Touré
Co-Editor: Ryan Gould