Disruption
by Adam Boozer
My entire career has always been about timing. Being willing and able to take on the right project at the right time with the right people. There are so many things in life that we have such little control over. If we harness the ability to understand when the world around has offered up a set of circumstances and are willing to dive in head first to the right opportunity, we can end up transforming what seems like disruptive chaos into boundary pushing creativity.
One pandemic evening ( who knows what days of the week mean anymore ) I received a text from a friend with a unique proposition. Mike Burkhold and his wife Melanie were frustrated at what was happening in our home state of South Carolina with the exponential growth of Covid-19 cases, spawned at least partly by the blatant disregard by younger men to heed the advice to simply wear a face mask when in close proximity to other people.
Mike reached out to me, not just to complain about the problem, but because he saw an opportunity to leverage my storytelling ability to manipulate that 18-34 “bro” male with some type of marketing campaign. Something that would disrupt their normal behavior. We had both seen what seltzer and cider brands had done to transform what initially was seen as more of a feminine beverage, into staples at testosterone filled beach parties. The brief became pretty obvious. Let’s transform face masks into essential gear that any dude who wants to get laid will want to wear. Mike and Melanie generously offered to cover the hard costs involved with production and I offered to dive in full time for the next several days to develop creative and assemble a team to execute.
In approximately a week, we wrote, cast, shot and edited the two comedic PSA’s you see below. The entire process was a creative rush for me and would not have been possible in “normal” times. The complete disruption caused by this pandemic enabled the perfect mix of creative opportunity, crew and equipment availability and financial support to pull this off.
I am so thankful to have had the opportunity to work with the team that helped pull this off..many of whom donated their time and resources to make it happen. ALL of us wore face masks during production to keep all of us safe!
I hope you enjoy the spots. I hope they make you laugh and cause you to share them with others. But most importantly I hope they make at least one person decide to start wearing a mask.
“Parking Lot”
“Bar”
All BTS photos by David Keller
Adam Boozer - Director / Director of Photography, Editor, Writer
http://www.adamlawtonboozer.com IG @ adamlawtonboozer
Stinson Carter - Writer -https://www.stinsoncarter.com IG @stinsoncarter
John David Renyolds - Gaffer IG @johnnysox
Tori Piper - Dimmer Operator IG @ _torisaurus_
Peter Keller - Sound Mixer
Jake Butler - First Camera Assistant - @jakebchs
Tim Rook - Key Grip
Dave Justice - Grip - IG @djustice.66
Alexandra Munzel - Wardrobe Stylist - IG @alexandra_munzel
Kelli Hoff - Hair & Make Up - IG @kellihoff
Meredith Giltner - Prop Stylist IG @meredith1000
Tim Grady - Locations Manager - IG @ebbandflowsc http://ebbandflowpictures.com/
David Keller - Behind The Scenes IG @davidkellervideo
Alex Collier - Music Score - IG @sundayent
Joel Edwards - Sound Design - http://tangerinehero.com/
High Output - Grip and Lighting Equipment - http://www.highoutput.com/
Lee Donaldson - Grip and Lighting Equipment - IG @griporama
LawtonMiles - Studio - http://www.lawtonmiles.com/studio
Henry Riggs - Actor IG @crazydailygravylately
Maari Suorsa - Actor IG @namless_numberhead
Andy Livengood - - Actor - IG @andy_livengood
Cherie Kaufman - Actor - IG @cherie_kaufman
Adam Southard - Actor IG @adamsouthactor