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Posts Tagged ‘Darren Lew’

Darren Aronofsky Directs Horrifying Meth PSAs

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.

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Guy Behind ’1000 Memories’ Returns with ‘Shoebox’ App

Rudy Adler, who you might remember from his days as a copywriter at W+K Portland (where he last helped create the Levi’s “Go Forth” campaign), has launched a follow-up to his rather interesting labor of love, “1,000 Memories.” The sentimentality remains, though Adler and a crew of his old W+K collaborators are now moving from online to mobile with the launch of “Shoebox,” which turns your smartphone into a social photo scanner that lets you scan traditional photos and share them with your loved ones, strangers at a bar, or whomever you please.

Adler tells us, “There are trillions of photos out there, waiting to be shared with friends and family, but getting them online has traditionally been difficult and time-consuming. By putting a scanner in people’s pockets, we hope to change that and make it incredibly easy and social for people to digitize and share artifacts from their pasts.” Check out of the video above that explains things and download the app here if you so choose. Credits after the jump.

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