SHOOT MAGAZINE

11/26/2004

Hot Pocket

by Robert Goldrich

Ryan Carroll, Andy Gass, Justin Staggs and Nicole Erdmann.

While these are hardly household industry names - at least not yet - awareness of them as creative/production artisans has risen via a PSA. "Student Security," which first and foremost is designed to raise awareness of the youth HIV/AIDS epidemic.

Raising consciousness about a social issue and at the same time gaining exposure for new spot-making talent is the dual purpose of The Kangaroo Project, which is now in the third year of its annual competition.

Sponsored by the nonprofit Sean Francis Foundation, The Kangaroo Project mentors promising creative and filmmaking talent through the production of a public service TV spot that is guaranteed airtime. The Kangaroo Project consists of two competitions: the first being a call for concepts, which are judged by a group of leading agency creatives and filmmaking professionals; the second is for a director to help bring that concept to spot life.

Carroll and Gass, who are both from Signal, a boutique agency in Dallas, won the creative concept competition with "Student Security."

Their concept was made available to aspiring directors who crafted their own boards and approach to the work. Judges then assessed those helmers' entries. Keep in mind that prospective creators and directors cam come from any background, from all walks of life. For example, an editor won the Kangaroo Project's directorial gig last year.

This time around, Staggs earned the directing assignment on the strength of his detailed storyboard based o the winning concept, but which also contained a good amount of how own vision. This became Staggs' first commercial directing experience. The Minneapolis resident had helmed some music videos in the past.

Another well-defined pocket of The Kangaroo Project is its Joey mentorship program. Kangaroo Project organizers line up industry talent and resources to donate time and services to the production of the PSA. Also being assembled is an ensemble of apprentices, called Joeys, who are interested in learning about the business of gaining on-the-job training and mentoring.

Erdmann was a Joey during the first year of The Kangaroo Project, working under producer, Julie Hartley. Since then, Erdmann stayed involved with Kangaroo and this year became the PSA's producer.

A veteran producer and production manager, Hartley teamed with several members of the Minnesota production community - including Kirk Hokanson, owner/president of Voodoo Films, Minneapolis - to form the Sean Francis Foundation, named after her 20-eyar-old son who died in a motorcycle accident in 2000. From the Sean Francis Foundation sprung The Kangaroo Project. The first year's PSA was on motorcycle safety.

"Student Security," gives us views of different parts of a high school from the perspective of security cameras. The black-and-white scenes take us into a busy school cafeteria and through locker-filled corridors. Suddenly, students evacuate en masse from the cafeteria. The same exodus occurs in the hallways, The students are fleeing from an immediate threat that's still unseen to us. For a few frightening moments, you cannot help but flash back on the Columbine tragedy.

A voiceover relates, "Millions of kids walk into school carrying a deadly weapon."

Finally the camera reveals what everyone is running from - a lone girl carrying her books. The footage changes from black and white to full color.

The voiceover then identifies the "deadly weapon" carried by students: "Themselves."

A message then appears on screen, which simply reads, "AIDS is still a threat."

This is followed by the advice, "Only you have the power to protect yourself."

The Kangaroo Project is currently working with various AIDS organizations throughout the US to secure airtime for the :30. Support has also come from Until There's a Cure Foundation. Other sponsors/supporters include the Association of Independent Commercial Producers, the Minneapolis Advertising Federation and Kodak.