SHOOT MAGAZINE

“Bleep”

by Robert Goldrich

February 24, 2006 spot.com.mentary

“Bleep” is the title of one of our entries in this week’s “The Best Work You May Never See” gallery. The PSA promotes safe and courteous driving-but the significance of the project goes well beyond the subject matter.

“Bleep” is the latest spot from The Kangaroo Project, now in its fourth year. Sponsored by the nonprofit, Minneapolis-headquartered Sean Francis Foundation to mentor promising creative and filmmaking talent via the production of a public service TV spot that’s guaranteed airtime, The Kangaroo Project is a two-pronged annual competition.

The first leg of the competition is to come up with a concept to address a chosen public service issue. Established as well as up-and-coming creatives from around the country submit their concept entries, which are then judged by a cross-section of agency creatives and filmmaking artisans.

Once the winning concept is selected, aspiring directors submit treatments. Judges assess these treatments and select a helmer-this year’s winner being George Andrew “Andy” Basore, who’s been working as a production assistant in New York.

What makes The Kangaroo Project special are the opportunities it afford not only up-and-coming creative and directorial talent, but also crew member hopefuls who are looking to gain experience and mentorship. A coterie of apprentices, called Joeys, work on The Kangaroo Project PSAs, so that they can learn about the business and gain on-the-job training and counsel from crew professionals. Prospective Joeys apply to work on the public service fare by logging onto The Kangaroo Project Web site (www.kangarooproject.com).

Part of the Kangaroo Project initiative is that the public service work that’s created actally gains airtime thanks to sponsorship from related organizations. The year’s PSA has secured support from the National Auto Dealers Association. Past Kangaroo Project public service causes have included organ donation and motorcycle safety. In fact, the latter PSA is still in demand as the Sean Francis Foundation recently received requests from five other states and Australia for permission to use “Oblivious Guy” in their motorcycle safety campaigns. It seems that a motorcycle enthusiast found the humorous spot on a demo reel online and passed to along to his friend and colleagues via the Internet, helping to generate renewed interest in the work.

Project organizer Julie Hartley, a veteran producer and production manager, teamed with members of the Minnesota production community to form the Sean Francis Foundation, named after her 20-year-old son who died in a motorcycle accident in 2000. From the group sprung The Kangaroo Project.

Francis was a production assistant and an aspiring producer. But with Francis’ life cut short, The Kangaroo Project was initiated to make an ongoing positive filmmaking contribution in his memory through nurturing and opening up opportunities for deserving creatives, directors and crew members-in some cases, helping them to start their careers.

The Kangaroo moniker grew out of the fact that the animal nurtures its baby in her pouch. The apprenticeships parallel this in that experienced crew members help Joeys take a hop forward in their chosen professions. The Kangaroo designation was also chose because Francis was born in Australia