16 June 2009

First

Previous

Next

The similarities between coffee and oil are non-insignificant. Both are black liquids that, with varying amounts of refinery, become fuels. Both are largely imported, and the loss of either would lead to social instability and dramatic downturns in production and efficiency.

Conspiracy theorists need to look closer into this relationship. Notice how despite these obvious correlations, in times of crisis gas prices skyrocket while coffee remains generally steady? They know. They know that as long as we have the coffee to get us through the inconveniences of public transportation or pump-gouging, we will persevere.

Look I've been awake forever just bear with me here.

Sleep deprivation is a tool I hadn't explored before in my work and maybe it is something I should look into more. Some people call it loopy, I prefer to say I develop free-associative cognizance. But much like the Schwartz, it has an upside and a downside. For better or worse I get both.

Let's focus on the upside. We wrapped up the curfew project today. Got the now-trademark thumbs-up from Cam. Took a two-pronged approach to the situation. See, here's what I think. I think people generally fall into one of two categories. One where they have a family they care for, and one where they don't have a family they care for (be it really annoying in-laws, or lack of other live-in family members).

Prove me wrong. You can't. I win.

So for the family people, it's easy to push the whole "protect the homestead" ideal. "In these troubled times," background images of wanton destruction, "you may feel lost and helpless. Powerless against tomorrow. But you can help." Background images of random generic families of all colors and numbers, living in vast mansions to tiny apartments. "Help us protect your house. Your family. Your source of comfort and security." Background image of American flag. "Help us Hold Down the Fort."

Credits: Writing, me. Voice, Chris. Images photographed by Elle. Edited by Cam. It's the Hold Down the Fort campaign. Named it myself.

Look, told you I was tired dammit.

Now for those with whom the previous message wouldn't find resonance. They're the hard sell. The night owls, the free folk. At first, wanted to be more direct. Couldn't come up with anything and was getting frustrated. Decided we should just tell them 'look this is the way things are so just bite the proverbial bullet so that you don't end up biting a real one.'

Cam didn't go for that script. (It should be noted Chris seemed a little disappointed he wouldn't get to voice it.)

It wouldn't work, Cam reminded me, simply because it'd build resentment and that's what we're trying to avoid at all costs here. But then I was like, wait, let's change the tone then. Less belligerence, but still the same message. I mean, it's not like we can reason with a lot of these people. If they don't want to like it there's nothing we can say to change that. But if we convince them it's in their best interests...state the situation as-is, and explain the repercussions we'd like to avoid. Namely, the bullet-biting. He shrugged, his way of saying 'put it together and we'll take a look.'

"Nobody wants to be home on a Saturday night. Nobody wants to change their lifestyle due to the cowardly actions of others. But we need your help putting an end to the threat. Clear the streets before midnight. Help us rest assured the targets in our sights...are the right ones."

Cam nodded, and now Elle and Chris move on to the audio/visual aspects of it.

Now wait, you say. Those sound like TV or radio ads. What about the text ads? We're using those to focus on the details of the program. The punishments and whatnot, the stuff that'd take away a bit of the goodwill we're trying to build with the commercials. Cam put those together while we worked on the above spots.

So that's the upside of the (sleep)deprivation. The downside we'll discuss tomorrow, barring any intervening shenanigans.

Crashing starts...now.

First

Previous

Next