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Industry: Email Alert RSS FeedRoom for awareness - Postings - new advertising spot for Magic Johnson Foundation - Brief Article
Post, May, 2003
VENICE -- Bill Pollock of Cutting Room (www.cuttingroom.com) edited the latest PSA for the Magic Johnson Foundation and YouthAIDS featuring Magic Johnson encouraging young viewers to participate in the fight against HIV/AIDS. It was directed by David Rosenthal of Dogmatic.
The spot opens on Magic telling his story of being diagnosed with the virus and explaining that most victims are young people. He explains that the popular footwear company Skechers will donate proceeds to YouthAIDS and the Johnson Foundation.
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Working on an Avid, Pollock employed a stutter technique, which uses single frames, short shots repeated, as well as the combination of different shots with minimal amount of frames to give a lapse in time. The technique highlights the emotionally evocative moments of Johnson's message. Daniel Cage of Sound Cage composed the music.
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