Organic’s Brad Mancuso, who led creative on the harrowing Darren Aronofsky-directed “Meth” work, has been promoted to ECD at the agency. Mancuso (pictured) has spent four-and-a-half years at Organic and has also led digital campaigns for Intel, PlayStation and Bank of America among others. Prior to Organic, Mancuso served as VP, senior art director at Leo Burnett, where he actually spent over nine years and was involved with the Cadillac re-launch as well as efforts for Pontiac, GM, Samsung and Nintendo.
While we’re on the Organic promotion front, we thought we’d also mention that Andy McKinney, who’s worked at the digital agency for just over a year as executive director, engagement management, can now add VP to his title. Before Organic, McKinney spent time on the account side at the likes of AKQA, Grey and Hal Riney.
Warning:The above and below spots are of a graphic and disturbing nature. If viewed at work, wear headphones and attempt to keep the shocked gasp volume low.
If there’s one film that could scare fifth graders away from drugs forever, it would be director Darren Aronofky‘s 2000 drama, Requiem for a Dream. Perhaps no other major motion picture in history better captured the horror of heroin and speed addiction, as we watched the film’s characters lose their dignity, limbs and sanity due to a heavy reliance on drugs.
One could argue that Requiem is the ultimate anti-drug PSA. (Some even argue that the director’s most recent hit, Black Swan, could be seen as an anti-ballet PSA, or at least an anti-Natalie Portman PSA.) So, when agency Organic and prodco Wild Plum were looking their next celebrity director to helm the camera for a new series of spots for the Meth Project, Aronofsky’s name was undoubtedly at the top of the list. After all, the Meth Project “aims to reduce first-time meth use with its hard-hitting and graphic portrayals,” and it doesn’t get more graphic than the above attempted suicide spot, does it?
Aronofsky has created four absolutely terrifying spots for the campaign, and perhaps even more shocking than the spots themselves is the fact that they will, apparently, actually air on TV. I mean, how does one get back into their regularly scheduled episode of Gossip Girl after seeing a young boy about to give sexual favors to a stranger in a hotel room to support his crippling addiction (above)?
If the creative brief from The Meth Project read, “Scare children to the point that they will never want to leave the house again,” then bravo to Organic and Wild Plum. In four 30-second spots, they somehow made meth less appealing than that entire horror movie-esque second season episode of Breaking Bad. View the rest of the spots here and the Meth Project’s new website here. Credits after the jump.