JD Smyth, editor at Final Cut, steps up to answer Five Questions.
1. What are you working on today?
Several Barclays spots for Venables, Bell & Partners, with Fredrik Bond and Matthius Van Heijningen of MJZ helming.
Several Barclays spots for Venables, Bell & Partners, with Fredrik Bond and Matthius Van Heijningen of MJZ helming.
2. What have you found is the best tool or innovation that has
come out in the last year?
My Video iPod, for all the selfish reasons, but also for what it
signifies regarding the current shift in how we distribute and consume
media.
come out in the last year?
My Video iPod, for all the selfish reasons, but also for what it
signifies regarding the current shift in how we distribute and consume
media.
3. The project (film, television, commercial or music video)
that most impressed you in the last year? Why?
The new Battlestar Galactica TV series. No really.
The best show on TV, honestly. Brilliant scripts, sets, acting,
direction, editing, everything. Wholly relevant to what's going on in
the world today; it doesn't play like a sci-fi show and will probably
be canceled after the next season.
that most impressed you in the last year? Why?
The new Battlestar Galactica TV series. No really.
The best show on TV, honestly. Brilliant scripts, sets, acting,
direction, editing, everything. Wholly relevant to what's going on in
the world today; it doesn't play like a sci-fi show and will probably
be canceled after the next season.
4. The best or favorite project that you worked on in the past
year? And why?
This one's a split: The Montana Meth campaign, again for Venables,
Bell, directed by Tony Kaye. Despite the subject matter the whole
experience was an absolute pleasure. Everything about it. On the other
side, the All American Rejects "Move Along" music video, directed by
Marc Webb because it was a fun technique to play with. Marc's a great
director and people, including the fans, actually saw it and I think
really liked it, which is always a bonus.
year? And why?
This one's a split: The Montana Meth campaign, again for Venables,
Bell, directed by Tony Kaye. Despite the subject matter the whole
experience was an absolute pleasure. Everything about it. On the other
side, the All American Rejects "Move Along" music video, directed by
Marc Webb because it was a fun technique to play with. Marc's a great
director and people, including the fans, actually saw it and I think
really liked it, which is always a bonus.
5. Name the top 4 artists on your iPod?
Peeping Tom
Babyshambles
Cold War Kids
Jamie Lidell
Peeping Tom
Babyshambles
Cold War Kids
Jamie Lidell
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Recent Project
Final Cut Editor JD Smyth Contributes To PSAs For Montana Meth
When it comes to meth, once is all it takes to be addicted and that's
the message the Montana Meth Project delivers in its latest campaign.
Created by Venables, Bell & Partners, the four PSAs were directed
by Tony Kaye and edited by Final Cut's JD Smyth, and focus on the
disturbing life of a typical meth addict, the consequences of using,
and the very visible toll it takes on their bodies.
the message the Montana Meth Project delivers in its latest campaign.
Created by Venables, Bell & Partners, the four PSAs were directed
by Tony Kaye and edited by Final Cut's JD Smyth, and focus on the
disturbing life of a typical meth addict, the consequences of using,
and the very visible toll it takes on their bodies.
Founded by Thomas Siebel, the Montana Meth Project sustains a campaign
of research-based public service messaging, focused on
prevention—including advertising, public relations, and websites—to
effect a substantial reduction in meth use among Montana's youth.
of research-based public service messaging, focused on
prevention—including advertising, public relations, and websites—to
effect a substantial reduction in meth use among Montana's youth.
The organization recently released the results of a new statewide
study, which shows more Montanans of all ages are becoming more aware
of the dangers of meth, the ads are helping to spur parent/teen
discussion about meth, and that the ads have reached 91% awareness
levels among Montana teens. The new high-impact research-based campaign
targets Montana youth ages 12 – 17 and is made up of TV, radio and
Internet spots, as well as print ads.
study, which shows more Montanans of all ages are becoming more aware
of the dangers of meth, the ads are helping to spur parent/teen
discussion about meth, and that the ads have reached 91% awareness
levels among Montana teens. The new high-impact research-based campaign
targets Montana youth ages 12 – 17 and is made up of TV, radio and
Internet spots, as well as print ads.
"I had personally worked with JD [Smyth] before on another spot and was
very impressed by his ability to provide both heart and intellect to
the project," remarks Tavia Holmes, Venables, Bell & Partners Art
Director. 'What makes JD so valuable in the process is that you can
throw issues, questions and concerns at him, and he always takes the
time to find solutions that generally end up being better than you
expected. He was able to maintain relevance and depth in seemingly
non-linear story lines."
very impressed by his ability to provide both heart and intellect to
the project," remarks Tavia Holmes, Venables, Bell & Partners Art
Director. 'What makes JD so valuable in the process is that you can
throw issues, questions and concerns at him, and he always takes the
time to find solutions that generally end up being better than you
expected. He was able to maintain relevance and depth in seemingly
non-linear story lines."
"Crash" presents a graphic before-and-after scenario of a young girl
driving on a rainy night. Instead of crashing her car into a bloody
mangled mess, as she now wishes, the girl goes straight to a party
where she tries meth for the first time. Now she festers in a dirty
cell-like room, her skin plagued by sores and teeth nearly rotted. "I
did meth and now this is my life," she states. "This is my life." The
spot concludes with a very sobering message: "Meth. Not even once."
driving on a rainy night. Instead of crashing her car into a bloody
mangled mess, as she now wishes, the girl goes straight to a party
where she tries meth for the first time. Now she festers in a dirty
cell-like room, her skin plagued by sores and teeth nearly rotted. "I
did meth and now this is my life," she states. "This is my life." The
spot concludes with a very sobering message: "Meth. Not even once."
In "Junkie Den," a young boy smokes meth for the first time and comes
face-to-face with the harsh reality of life as a junkie. The other two
spots, "Jumped" and "Everything Else," provide equally disturbing
visuals of young adults whose lives have been ruined by meth use.
face-to-face with the harsh reality of life as a junkie. The other two
spots, "Jumped" and "Everything Else," provide equally disturbing
visuals of young adults whose lives have been ruined by meth use.
Editor JD Smyth says he was immediately drawn to the scripts, as well
as the cause and message of the foundation. "When I read the scripts,
there was such genuine emotion, grit, drama and a twisted sensibility
that you don't come across all that often."
as the cause and message of the foundation. "When I read the scripts,
there was such genuine emotion, grit, drama and a twisted sensibility
that you don't come across all that often."
For the new campaign, the agency creatives chose two different
approaches and tones, which Smyth says were equally effective and
powerful. "Crash" and "Jumped" use the before/after effect in a very
visceral and in-your-face manner. The spots don't shy away from showing
the devastating impact of the drug. "Junkie Den" and "Everything Else"
take more of an educational tactic by illustrating all of the baggage
and negative consequences that come with meth.
approaches and tones, which Smyth says were equally effective and
powerful. "Crash" and "Jumped" use the before/after effect in a very
visceral and in-your-face manner. The spots don't shy away from showing
the devastating impact of the drug. "Junkie Den" and "Everything Else"
take more of an educational tactic by illustrating all of the baggage
and negative consequences that come with meth.
For Smyth, the challenge was to deliver the drama and impact while maintaining realism in the spots.
"We took this entire experience very seriously," concludes Smyth. "The
material is daunting, but the creatives and Tony Kaye were fantastic to
work with. They gave the cause a certain subjectivity that really
drives the message home."
material is daunting, but the creatives and Tony Kaye were fantastic to
work with. They gave the cause a certain subjectivity that really
drives the message home."
"Crash" and "Junkie Den" began airing this week. The other two spots in the campaign are slated to break later this summer.
Sections: Creativity
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