SHOOT MAGAZINE

September 19, 2003

Kangaroo Pockets Hurley & Thacker

Minneapolis - At press time, filming on "Beautiful People," the winning entry in the second annual Kangaroo Project, was about to get underway. Sponsored by the nonprofit Sean Francis Foundation, which mentors promising creative and filmmaking talent via the production of worthwhile public service ad work that is guaranteed airtime, the Kangaroo Project this time around is creating a PSA that promotes organ donation.

The concept for the spot was selected from a field of high-caliber storyboards submitted by up-and-coming creatives.

Judges deemed the strongest :30 to be that conceived by Brian Hurley, who is no stranger to the Kangaroo competition. In 2002, he was a student at the University of Minnesota, Twin Cities, and submitted a concept during that inaugural Kangaroo year for a motorcycle safety PSA, which gained strong consideration. Ultimately, the winning PSA in '02 was "Oblivious Guy," conceived by the creative team of Mike Fetrow and Brian Tierney of Carmichael Lynch, Minneapolis.

Now a year later, Hurley has topped the Kangaroo field as he embarks on his agency career, having come aboard the staff of Martin/Williams Advertising, Minneapolis, as a presentation designer. After Hurley's "Beautiful People" storyboard was chosen, the second leg of the Kangaroo competition began, with prospective directors submitting their visions for the concept, which centers on the human truth that individuals generally don't like their drivers license photos. This offbeat, entertainingly humorous means is deployed to underscore the fact that a Minnesota driver's license can be more than an unflattering picture on a card. A donor designation can also grace the license, and the spot encourages people to think about and speak to their families about organ donation.

JOSH THACKER

An industry panel reviewed 20-plus submitted directorial treatments, ultimately selecting Josh Thacker, an editor at Fischer Edit, Minneapolis. Veteran producer and production manager Julie Hartley, a Kangaroo Project founder, described Thacker as the ideal director the project, citing his cutting experience as well suited to a concept in which editing and graphics play such key roles.

The director competition judges were Hurley, director Bobby Sheehan of bicoastal Celsius Films; John Borchardt, executive producer at Campbell- Mithun, Minneapolis; Rob Van de Weteringe Buys, executive producer at Fallon, Minneapolis and Gary Tassone, executive broadcast producer at Peterson Milla Hooks, Minneapolis.

The selection of Thacker attests to the fact that the Kangaroo Project is open to up-and-coming directorial talent from all pockets of the industry (i.e. editors, agency creatives and crew members with directing aspirations). Named as directorial finalists this year were Michael Schaeffer, who's just starting his directoring career in Minneapolis and Los Angeles-based DP, Jim Zabilla. Last year, director Marco Baca of Wilson Griak, Minneapolis, was selected to helm the earlier alluded to motorcycle safety spot, "Oblivious Guy."

Like "Oblivious Guy," the "Beautiful People" spot is being produced by a mix of established artisans and apprentices, called Joeys, who are brought in so that they can learn about the business and gain on-the-job training and mentoring.

In addition to mentoring career aspirants on different disciplines during the production and postproduction of the job, industry professionals in Minnesota donate their talent, time, services and resources to the Kangaroo Project public service work, which is produced on a modest budget. Some 60 crew members and 45 Joeys participated in the making of last year's "Oblivious Guy," which went on to gain airtime in Minnesota and other states.

Plans call of "Beautiful People" to also garner meaningful exposure. Hartley said that the Fairview University Transplant Center, Minneapolis, has committed to secure airtime for the organ donation PSA. The Transplant Center sees the spot as a cornerstone of a campaign to help promote its Transplant Games, in which people who have undergone transplants as well as organ donors from around the world gather to compete in different athletic events. Held every two years in different global venues, the Transplant Games are next set for July '04 in Minneapolis. "Having the Transplant Center involved is key in that getting actual airtime is a priority of the Kangaroo Project," related Hartley. "That's how our work can help do good in the community at large."

"Beautiful People" is scheduled to make its first public appearance next month, premiering at the Minneapolis Advertising Federation's awards show. Corporate sponsors of the Kangaroo Project are Kodak and the Association of Independent Commercial Producers.

SEAN FRANCIS

Hartley teamed with several members of Minnesota's production community - including Kirk Hokanson, owner/president of Voodoo Films, Minneapolis-to form the Sean Francis Foundation, named after her 20-year-old son who died in a motorcycle accident in '00. From the Sean Francis Foundation sprung the Kangaroo Project, and the decision to create a motorcycle safety PSA in its first year.

Hokanson, who is also president of the AICP's Minnesota chapter, described Francis as "the best P.A. on the planet" and an aspiring producer who was on the path to making his mark in filmmaking. But with Francis' life cut short, the Kangaroo Project was initiated, in a sense, to make an ongoing filmmaking mark in his memory, helping to nurture and open up new opportunities for deserving creatives, directors and crew members-in some cases, helping them to start their careers.

The Kangaroo moniker grew out of the way the animal carries and nurtures young marsupials in her pouch. The apprenticeships parallel this in that experienced crew members will help Joeys take a hop forward in their careers. The project is also an opportunity for creative individuals to gain recognition for ideas and, so too, get their leap ahead. The Kangaroo designation was also chosen in that Francis was born in Australia.

Hokanson said that the Kangaroo Project is making strides toward expanding nationally. Concept and directorial entrants came from different parts of the country this year. Based on the caliber of those entries and treatments, Hokanson envisions the Kangaroo Project eventually becoming the Sundance Festival of the commercialmaking community, opening up opportunities for up-and-coming artisans to showcase their talent.