SHOOT MAGAZINE

July 26, 2002

PSA Contest Kicks Off SFF's Kangaroo Project Motorcycle Safety Commercial To Help Aspiring Filmmakers.

By Kathy DeSalvo

MINNEAPOLIS - Sponsored by the nonprofit Sean Francis Foundation (SFF), a Minneapolis-based competition that enables winners to write and direct a PSA on motorcycle safety is shaping up as a worthy cause on several levels. For one, it provides an opportunity for new creative and filmmaking artisans to break into the industry and have their concept and execution gain broadcast exposure—courtesy of the Minneapolis Department of Transportation, which has agreed to buy airtime for the winning PSA.

For another, educating people about motorcycle safety in an effort to prevent injuries and fatalities is in the public interest. It is also a cause near and dear to the heart of SFF president Julie Hartley, a Minneapolis freelance producer and production manager whose son, Sean Francis, died two years ago at age 20 in a motorcycle accident. Seeing an opportunity to honor the memory of her son—who worked in the production community—as well as to help mentor aspiring filmmakers and creatives, Hartley teamed with several local production executives to set up SFF and its offshoot, the Kangaroo Project.

The SFF board of directors' VP is Kirk Hokanson, owner/president of Voodoo Films, Minneapolis, and chairman of the Association of International Commercial Producers (AICP)'s new technologies committee. "Julie [Hartley] and I have worked together on projects for over fifteen years," said Hokanson. "Her son used to work for me for about five years; he was the best P.A. on the planet."

Hokanson said Hartley wanted to use the remaining money from the memorial fund to set up an ongoing tribute to her son; thus, the idea was hatched for the Kangaroo Project, which was set up two months ago. The PSA project has two separate competitions: one for the concept, the other for direction. "We wanted to open the competition up to anyone," said Hokanson. "There are people who may have really great ideas—maybe a collateral writer or someone who works in traffic—who never have the opportunity for their ideas to reach the broadcast stage."

There will be two separate winners because, as Hokanson noted, the person who creates the winning concept will serve as the creative director of the project and will collaborate with the director and producer throughout the process. "We're trying to mirror a real-world scenario in the production world," said Hokanson.

E-mails about the competition were sent to the creative and production communities on July 8, providing people four weeks to send concept entries, which are due Aug. 5. Hokanson said no entries had yet been received at press time, adding that "knowing this community, I expect everything to arrive at 4:30 p.m. on August 5th." The judging panel for the creative portion of the contest consists of staffers from Minneapolis ad agencies: Creative group head/art director Bob Barrie of Fallon; senior copywriter Katie Franson of Carmichael Lynch; executive creative director Sue Kruskopf of Kruskopf Olson; chief creative officer John Jarvis of Colle & McVoy and creative director Chris Preston of Kerker.

Once selected, the winning concept will be released for entrants to create directorial treatments, which are due Aug. 26. The judges for the directing portion are whoever wins the Kangaroo Project creative competition; director Rick Dublin of Motel Films, Hollywood; director Steve Griak of Wilson Griak, Minneapolis; director Jim Lotter of HaHa Films, Minneapolis; and Hartley, who will serve as the project's producer. "Julie has to make sure the concepts are do-able within the time period," said Hokanson. "Technically, if we wanted to mirror a real-world situation, we should give the directors two days to put it together."

The production will begin in September for what will be either a one- or two-day shoot. Hokanson observed that because mentoring young people is the mission of the foundation, established local crew members will also participate in the project, offering mentorship to new talent. "For instance, the DP will have a student with him, so the DP can share the information," noted Hokanson. "The same with the production manager and the assistant director, and it will hopefully help facilitate their careers. It's all about mentoring young people. For the last five to ten years, the production community hasn't been as good [as it should be] in mentoring."

The PSA will be shot, edited and finished in Minneapolis. Hokanson related that they have received interest from local companies although they are waiting to see what the winning spot requires before suppliers are selected. The PSA will premiere at the Minneapolis Advertising Federation Awards show on Oct. 10, and is is guaranteed to air via SFF's aforementioned agreement with the Minnesota Department of Transportation.

Hokanson said that plans call for the foundation and the Kangaroo Project to be self-sustaining through corporate sponsorships. He has already had talks with prospective sponsors. He commented, "This first year, I think everyone is going to wait and see how this project turns out. But by next year, I expect the whole project will grow on a national scope."