California Meth Initiative by wulinqing

VIEWS: 15 PAGES: 153

									                                                                              1



                                          california
                                      meth Initiative
                                                 Youth module
                                   Multi-Media Educational Program

                                                    Project hand-off binder
                                                                    3.27.09




to:

the state of california
Renee Zito
Millicent Gomes

edelman PR
Lisa Waters
Jackie Quintanilla



fRom:

eyes of the World media Group
Emily Meyers




                                table of contents
table of contents                                     2
dIGItal assets                                        4
     Digital assets list                              5
PRoject snaPshot                                      8
     Youth MoDule status upDate                       9
Phase 2 mateRIals                                     13
     MeDia Materials                                  14   2

     MeDia Material tiMeline                          17
     Messaging priorities                             25
PRoject calendaR                                      27
Web desIGn                                            32
     site Design research                             33
     Design FraMes                                    34
            Home                                      35
            Your Voice                                36
            Teens                                     43
            Educator                                  45
            Parents                                   51
            About Meth                                55
            Press                                     59
     Design options                                   60
educatIonal mateRIals                                 68
     DVD packaging                                    69
     leaDer ’s guiDe                                  70
     participants guiDe                               74
     poster                                           75
deVeloPment mateRIals                                 76
     llnM site Map                                    77
     technical BrieF                                  78
     planneD FunctionalitY                            79
full VIdeo set                                        80
     original ViDeo concepts                          81
     reViseD ViDeo concepts                           87
     crew list                                        94
     equipMent list                                   95
     locations list                                   96




                                  table of contents
“sIsteRs”                                                        97
     suMMarY oF coMpletion                                       98
     script                                                      99
     cineMatographY                                              106
              Shot Sheet                                         106
              Production Design                                  108
              Floor Plan                                         110   3

              3D Models                                          111
     stage rental quotes                                         112
     Music                                                       116
              Lyrics                                             116
              Internet Sync License                              118
     casting                                                     119
“choIces”                                                        123
     suMMarY oF coMpletion                                       124
     script                                                      125
     aniMation research                                          130
     art/concept guiDe                                           132
     Design FraMes                                               142
              Character Style Reference #1                       142
              Character Style Reference #2                       143
              Environment: Smoking Room                          144
              Environment: Degraded Apartment                    145
              Environment: Meth Lab                              146
musIc VIdeo                                                      147
     suMMarY oF coMpletion                                       148
     spoken worD artist shortlist                                149
     celeBritY inVolVeMent list                                  150
ReseaRch                                                         151
     topline report                                              152




                                             table of contents
                               4




digital assets




           table of contents
dIGItal assets lIst
Note: The set of full resolution editable media assets will be supplied upon final payment.


eoW / GeneRal
LLNM_EOW_Messaging_Priorities.doc
LLNM_EOW_Media_Materials_Timeline.ppt
LLNM_EOW_Media_Materials.ppt                                                                  5
LLNM_Digital_Assets_List.doc

Web desIGn


FOLDER: STOCK PHOTOGRAPHY
LLNM_Stock_Educator_[Itemname].jpg
LLNM_Stock_Home_[Itemname].jpg
LLNM_Stock_Meth_Lab_[Itemname].jpg
LLNM_Stock_Parent_[Itemname].jpg
LLNM_Stock_Press_[Itemname].jpg
LLNM_Stock_Teen_[Itemname].jpg
LLNM_Stock_Your_Voice_[Itemname].jpg


FOLDER: SITE MAP
LLNM_Site_Map.ppt


FOLDER: HOME PAGE
LLNM_Home700H_HighRes.psd


FOLDER: “YOUR VOICE” PAGE
LLNM_YourVoiceHR_Main.psd
LLNM_YourVoiceHR_TV1.psd
LLNM_YourVoiceHR_TV2.psd
LLNM_YourVoiceHR_Frames1.psd
LLNM_YourVoiceHR_Frames2.psd
LLNM_YourVoiceHR_Audio1.psd
LLNM_YourVoiceHR_Audio2.psd


FOLDER: EDUCATORS PAGE
LLNM_EducatorHR_Main.psd
LLNM_EducatorHR_copy1.psd
LLNM_EducatorHR_copy2.psd
LLNM_EducatorHR_copy3.psd
LLNM_EducatorHR_copy4.psd

                                             table of contents
FOLDER: PARENTS PAGE
LLNM_ParentsHR_Main.psd
LLNM_ParentsHR_Copy1.psd
LLNM_ParentsHR_Copy2.psd
LLNM_ParentsHR_Copy3.psd


FOLDER: TEEN PAGE                                              6
TeenHR_Main.psd
TeenHR_Copy.psd


FOLDER: ABOUT METH PAGE
LLNM_MethLabHR_Main.psd
LLNM_MethLabHR_Copy1.psd
LLNM_MethLabHR_Copy2.psd
LLNM_MethLabHR_Copy3.psd


FOLDER: PRESS PAGE
LLNM_PressHR_Main.psd


Web desIGn deVeloPment


FOLDER: RESEARCH
LLNM_Website_Site_Design_Research.doc
LLNM_SelectionStates_Option1.psd
LLNM_SelectionStates_Option2.psd
LLNM_SelectionStates_Option3.psd
LLNM_SelectionStates_Option4.psd
LLNM_SelectionStates_Option5.psd
LLNM_CharacterTreatment_CutOut.psd
LLNM_CharacterTreatment_Illustration.psd
LLNM_CharacterTreatment_Mixed.psd


FOLDER: DVD PACKAGING
LLNM_DVD_Packing.ai


FOLDER: EDUCATIONAL MATERIALS
LLNM_Leaders_Guide.indd
LLNM_Participants_Handout.ai
LLNM_Poster.ai


                                           table of contents
VIdeos


LLNM_Video_Original_Concepts.doc
LLNM_Videos_Revised_Concepts.doc
LLNM_Videos_Crew_List.doc
LLNM_Videos_Equipment_List.doc
                                                              7
“choIces”


LLNM_Choices_Summary.doc
LLNM_Choices_Script.fdr
LLNM_Choices_Concept_Guide.indd


FOLDER: ANIMATION DESIGN COMPOSI-
TIONS
LLNM_Choices_Smoking_Room.psd
LLNM_Choices_Meth_Lab.psd
LLNM_Choices_Degraded_Bedroom.psd


FOLDER: CHARACTER STYLES
LLNM_Choices_Character_Style1.psd
LLNM_Choices_Character_Style2.psd

“sIsteRs”


LLNM_Sisters_Summary.doc
LLNM_Sisters_Script.fdr
LLNM_Sisters_Internet_Synch_License.doc
LLNM_Sisters_Shot_List.doc
LLNM_Videos_Casting_List.xls
LLNM_Floorplan.ai

musIc VIdeo


LLNM_MV_Summary.doc
LLNM_MV_MC_Shortlist.doc
LLNM_MV_Celebrity_List.xls




                                          table of contents
                                      8




Project snapshot
Youth module status uPdate




                  table of contents
To:   Lisa Waters, Edelman PR
From: Emily Meyers
Re: Project Update on Meth Prevention Youth Module
Date: 3.4.09
____________________________________________________________

status uPdate
                                                                                                    9
95% of billable work has been completed on the project to date.

summaRY
Since beginning work last December, we have achieved all milestones, submitted all deliverables,
and kept work on schedule while adhering to an aggressive timeline. The quality of work submitted
should speak for itself, but this program has the potential to become a best-in-class educational
program used as an example of best practices in the field across the state and nation.

detaIled outlIne of WoRK accomPlIshed to date

WoRK done on all PRoject mateRIals
(WebsIte, educatIonal PRoGRam mateRIals, VIdeos)


- Reviewed and Selected Key Talent
 (Graphics Designer, Director, Animator, Spoken Word Artist, Associate Producer)
      - Reviewed 400+ portfolios and reels
      - Interviewed 25 people
      - Hired the top candidate for each job for project
- Conducted Project Research
      - Researched best practices for prevention-related educational programs
      - Reviewed existing research on key audiences
      - Distilled messages into “Message Priority” doc to inform all work
- Conducted Needs Assessment
      - Website
      - Educational Program Materials
      - Educational Videos




                                             table of contents
WoRK done on socIal multI-medIa WebsIte

- Site Development
      - Created Technical Brief
      - Planned and Created Site Architecture
      - Completed Site Mapping (3 Rounds of Revisions Submitted)                                           10
      - Completed Preliminary Development Testing


- Planned and Prototyped Site Functionality
      - Created Functionality List
      - Added Functionality Notations to Site Map
      - Updated functionality list and notated site map to include requests for additional functionality
       (no extra charge)


- Web Design
      - Completed Project Planning
             - Researched hundreds of sites incorporating similar design elements
             - Selected and presented over 3 dozen sample sites to team for review
             - Integrated input on strengths and weaknesses of each example into work plan
      - Completed photo shoot to get images for design
      - Completed Core Designs for All Sections of Website
             - Home Environment
             - Teens Section
             - Educators Section
             - Parents Section
             - About Meth Section
             - Your Voices Section
- Created logo corresponding to new project name (Live Life Not Meth)
- Completed Key Design Production Steps
      - Created Web Optimization Plan
      - Purchased Stock Images for Approved Designs
      - Optimize Purchased Images for Fast Web Viewing
      - Create Clipping Paths to Cut-Out All Stock Images for Assembly of Collage Environments


                                              table of contents
      - Assembled Approved Designs Using Optimized Images
- Prepared Design Materials for Focus Groups
      - Created new designs and presentation doc used for focus group sessions

WoRK done on educatIonal PRoGRam suPPoRt mateRIals

                                                                                                  11
- Completed Core Designs for All Program Materials
      - Leader’s Guide
      - Participant’s Handout
      - Event Poster


WoRK done on educatIonal VIdeos
- Treatments
      - Completed three rounds of revisions
      - Incorporated client notes
- DVD Packaging
      - Completed Core Design
      - Completed pricing comparison, obtain estimates
- Project Planning
      - Found and presented over 2 dozen sample videos to work team for review
      - Gained team input on strengths and weaknesses of selected examples to inform treatments
        and execution of projects
- Completed Budgeting
- Completed Scheduling
- Scheduled Casting Auditions
- Hired Crew
- Created Design Comps for Animated video




                                              table of contents
detaIled outlIne of WoRK to be comPleted

socIal multI-medIa WebsIte
- Code Mapped Site
- Test Coded Site

                                                  12
educatIonal PRoGRam suPPoRt mateRIals
- Finalize Content
- Finalize Design


educatIonal VIdeos
- Deliver Films
- Package Films into DVD




                              table of contents
                                       13




Phase 2 materials
medIa mateRIal

medIa mateRIals outlIne

messaGInG PRIoRItIes




                   table of contents
cmI multI-PuRPose VIdeo content




                                               14




                           table of contents
cmI multI-PuRPose VIdeo content (cont.)




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                            table of contents
cmI Web RedesIGn




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table of contents
cmI Phase 2 medIa mateRIals
messaGInG PRIoRItIes

I have pulled-out the youth-oriented messages from the research and categorized them into
priority levels to establish agreement on the importance of including each into the media. Messages
that share the same theme have been combined into single bullet points. Please review and let me
know about any adjustments that should be made.                                                               25

1st Priority (must Include)
       • Take hold of your future. Realize your potential. You matter. Invest in yourself. Have faith in
         yourself and your potential.
       • Meth use will rob you of your choices and take all that away. Life is about choices. Don’t limit
         yours. Choose a life without meth.
       • Meth will make you lose touch with reality and take you to a scary place. Find your way back
         and regain your self worth. You matter. Me Not Meth.
       • Ask yourself – is life on meth the life you want? Life will not be “normal” if you use meth.
       • Meth will alienate you from your closest family and friends.
       • Become the Pretty you Want to Be. Do everything you can to stay in shape and look
         attractive. This concept would be about all the steps you take to stay healthy and attractive,
         and how one step (using meth) could negate all of these efforts, and make you look very
         unattractive – like a skeleton. The concept of people talking about you, thinking you’re a
         freak can be tied into this as well. Being stared at, seeming gross, looking like a skeleton – all
         strong motivators. Meth damages your appearance; it rots your teeth and ruins your skin.
       • Meth use leads to loss (of almost everything)
               o Friends
              o Family
              o Future
              o Self Worth
              o Appearance

2nd Priority (try to Include)
      • Meth is toxic. It’s made with chemicals present in battery acid and bleach. Meth is less
        natural (organic) than other drugs. Meth is seen as being akin to drain cleaners, paint
        thinner, rat poison
      • Meth use increases your chance of having multiple sex partners and ups the likelihood of
        contracting and spreading sexually transmitted disease.
      • Meth damages your brain and makes it harder for you to enjoy the things
        that used to make you happy.




                                               table of contents
      • Meth will alienate you from your closest family and friends.
      • Meth use isn’t harmless – you can’t be a casual user – eventually you will become completely
        dependent.
      • Boredom is a reason some girls use – especially in rural towns.
      • How much do they really know when they start – do they even know what they are using – do
        something around informed usage.
      • Many use it to escape.                                                                        26
      • I think the idea of disappearing is strong for young women – especially those who are already
        prone to isolation or depression.
      • Losing weight may be a motivator.
      • People will talk about you.

3rd Priority (Include if they Work Well with other messages)
      • You don’t have to stay addicted. You can recover from meth addiction and you don’t have to
        do it alone. Reach out and ask for help. Former users understand your pain and fears and
        can help. You don’t have to quit alone, support is out there. You don’t have to stay addicted.
        Recovery is difficult but possible. Meth isn’t the end of the road. Recovery is possible.
      • Meth takes you away from your job and your ability to support your (future) children.
      • No one escapes the bad hangover (crash) that follows
      • The high risks that come from the highly addictive nature of meth– this might be persuasive
        if you explain the physiology and explain that for some people this is so, and do you want to
        take that chance?

special considerations mentioned in the Research
      • We have to be careful that we come up with something that speaks to a broad spectrum of
        people.
      • There is a powerful intersecting circles of friends. People will behave differently depending on
        who they are with.
      • The messages should rely on real stories, acknowledging that everyone’s experience is
        different.




                                             table of contents
                               27




Project calendar




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Web design
sIte desIGn ReseaRch

desIGn fRames

   home

   Your Voice

   educator

   teens

   Parents

   about meth

   Press

desIGn oPtIons


                   table of contents
me not meth
Phase 2 Web concePt


objectIVes
Youth-oriented look
Engages different populations                                   33
Invite participation
Spotlight media (professional and UCC)
Showcase educational program
Graphically depict “ME NOT METH” concept



stYles
ZOOM / EXPLORATORY

http://www.booneoakley.com/index.html

http://www.itvs.org/beyondthefire/master.html

http://www.stylewars.com/index2.html

http://www.goldpeaktea.com/

http://www.billyharveymusic.com/


COLLAGE

http://www.repiso.be/

http://d3zin3.net/

http://www.spokenforband.com/

http://www.otnemem.com/




                                            table of contents
3D TEXTURES

http://www.hostway.com/bobscube/

http://www.bobschneidermusic.com/

http://www.wefail.com/
                                                         34
VIDEO ENVIRONMENT

http://piotrowskimichal.com/

http://www.spikeproductions.co.uk/

http://www.creaam.com/

http://lalive.com/




                                     table of contents
cmI homPaGe




                                                                                                                              35

                                                  your voice   teens   educators   parents   about meth   press




                                                                                                                        UCC




                                                                                                                  UCC




desIGneR:      Cindy Phillips
PRoject:       CMI “Live Life Not Meth” Website
descRIPtIon:   CMI Hompage


                                                        table of contents
   cmI “YouR VoIce”


your voice   teens   educators      parents         about meth          press




                                                                                                               36




                                                                                  featured
                                                                                    UCC



                                                                  featured
                                                                    UCC




                                                                                                    featured
                                   My Story                                                           UCC
                                   it all began about four years ago. my
                                     brother and i were going to a party
                                  around the block. it was the older kids
                                  from school, the popular crew. i had no
                                      idea wwhat i was walking into...

                                 featured
                                   UCC




   desIGneR:              Cindy Phillips
   PRoject:               CMI “Live Life Not Meth” Website
   descRIPtIon:           “Your Voice” Main Page


                                                                                table of contents
  cmI “YouR VoIce”


your voice    teens              educators                           parents   about meth   press


                                                                                                                              CH   +
                                                                                                                                       37




             UCC                                                                                            UCC         UCC




                       My Story
                       it all began about four years ago. my
                         brother and i were going to a party
                      around the block. it was the older kids
                      from school, the popular crew. i had no
                          idea wwhat i was walking into...




  desIGneR:                                                     Cindy Phillips
  PRoject:                                                      CMI “Live Life Not Meth” Website
  descRIPtIon:                                                  “Your Voice” Video Selection


                                                                                                    table of contents
  cmI “YouR VoIce”


your voice   teens              educators                           parents   about meth   press

                                                                                                                       close
                                                                                                                               CH   +
                                                                                                                                        38




                                                                                                          UCC




                      My Story
                      it all began about four years ago. my
                        brother and i were going to a party
                     around the block. it was the older kids
                     from school, the popular crew. i had no
                         idea wwhat i was walking into...




  desIGneR:                                                    Cindy Phillips
  PRoject:                                                     CMI “Live Life Not Meth” Website
  descRIPtIon:                                                 “Your Voice” Video Detail


                                                                                                   table of contents
  cmI “YouR VoIce”


your voice                                     teens   educators   parents   about meth   press
                                                                                                                                  98    100 102 104 106


                                                                                                                                  800    1000   1200   1400



                                                                                                                                                                    39




                                                                   UCC                            UCC                       UCC                               UCC




      My Story
      it all began about four years ago. my
        brother and i were going to a party
     around the block. it was the older kids
     from school, the popular crew. i had no
         idea wwhat i was walking into...




  desIGneR:                                                 Cindy Phillips
  PRoject:                                                  CMI “Live Life Not Meth” Website
  descRIPtIon:                                              “Your Voice” Audio Selection


                                                                                                        table of contents
  cmI “YouR VoIce”


your voice                                     teens   educators   parents   about meth   press
                                                                                                                                          98    100 102 104 106
                                                                                                                                  close
                                                                                                                                          800    1000   1200   1400



                                                                                                                                                                            40




                                                                   UCC                            UCC                       UCC                                       UCC




      My Story
      it all began about four years ago. my
        brother and i were going to a party
     around the block. it was the older kids
     from school, the popular crew. i had no
         idea wwhat i was walking into...




  desIGneR:                                                 Cindy Phillips
  PRoject:                                                  CMI “Live Life Not Meth” Website
  descRIPtIon:                                              “Your Voice” Audio Detail


                                                                                                        table of contents
  cmI “YouR VoIce”


your voice   teens   educators                                  parents   about meth   press




                                                                                                                         41




     UCC                                                                                UCC                        UCC




                       My Story
                       it all began about four years ago. my
                         brother and i were going to a party
                      around the block. it was the older kids
                      from school, the popular crew. i had no
                          idea wwhat i was walking into...




  desIGneR:                                     Cindy Phillips
  PRoject:                                      CMI “Live Life Not Meth” Website
  descRIPtIon:                                  “Your Voice” Art Selection


                                                                                               table of contents
  cmI “YouR VoIce”


your voice   teens   educators                                  parents   about meth   press




                                                                                                                   close
                                                                                                                           42




                                                                                                         UCC




                       My Story
                       it all began about four years ago. my
                         brother and i were going to a party
                      around the block. it was the older kids
                      from school, the popular crew. i had no
                          idea wwhat i was walking into...




  desIGneR:                                     Cindy Phillips
  PRoject:                                      CMI “Live Life Not Meth” Website
  descRIPtIon:                                  “Your Voice” Art Detail


                                                                                               table of contents
  cmI “teen”


your voice   teens   educators   parents   about meth   press




                                                                                    43




  desIGneR:               Cindy Phillips
  PRoject:                CMI “Live Life Not Meth” Website
  descRIPtIon:            “Teen” Main Page


                                                                table of contents
  cmI “teen”


your voice   teens   educators   parents   about meth   press




                                                                                    44




  desIGneR:               Cindy Phillips
  PRoject:                CMI “Live Life Not Meth” Website
  descRIPtIon:            “Teen” Copy Page


                                                                table of contents
  cmI “educatoR”


your voice   teens   educators   parents   about meth   press




                                                                                                45




                                                                UCC

                                                                                          UCC




  desIGneR:               Cindy Phillips
  PRoject:                CMI “Live Life Not Meth” Website
  descRIPtIon:            “Educator” Main Page


                                                                      table of contents
  cmI “educatoR”


your voice   teens   educators   parents   about meth   press




                                                                                                46




                                                                UCC

                                                                                          UCC




  desIGneR:               Cindy Phillips
  PRoject:                CMI “Live Life Not Meth” Website
  descRIPtIon:            “Educator” Main Page


                                                                      table of contents
  cmI “educatoR”


your voice   teens   educators   parents   about meth   press



                                                                    There are
                                                                                 an estimat
                                                                                            ed 731,000
                                                                                                        current m                       47
                                                                    aged 12 or                                     eth users
                                                                                older, inclu
                                                                                             ding nearly
                                                                   2.8% of 10t                             1.8% of 8th
                                                                               h graders,                              graders,
                                                                                          and 3.0% o
                                                                   reported li                         f 12th grad
                                                                               fetime use                          ers who
                                                                                          of meth.

                                                                  As an educ
                                                                               ator, you ha
                                                                                            ve a signif
                                                                 teen's life                            icant impac
                                                                             . School is                             t on a
                                                                                          an importa
                                                                 teens to                            nt environ
                                                                           develop the                            ment for
                                                                                         ir self-iden
                                                                critical ro                           tities, so yo
                                                                            le in empo                              u play a
                                                                                        wering tee
                                                                choices thr                         ns to make
                                                                            ough educa                            the right
                                                                                        tion.




                                                                                                                               [more]




  desIGneR:               Cindy Phillips
  PRoject:                CMI “Live Life Not Meth” Website
  descRIPtIon:            “Educator” Copy Page 1


                                                                  table of contents
  cmI “educatoR”


your voice   teens   educators   parents   about meth   press


                                                                previous
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                                                                                                                                                          n
                                                                                                                                                       Tur Page




  desIGneR:               Cindy Phillips
  PRoject:                CMI “Live Life Not Meth” Website
  descRIPtIon:            “Educator” Copy Page 2


                                                                      table of contents
  cmI “educatoR”


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  PRoject:                CMI “Live Life Not Meth” Website
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                                                                previous
                                                                        There are
                                                                                     an estimat
                                                                                                ed 731,000
                                                                                                            current m                                50
                                                                        aged 12 or                                     eth users
                                                                                    older, inclu
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                                                                                    51




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                                                                                                                  52




                       There are an es
                                       timated 731,000
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                                      u don’t have to                                      n witness as
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                     making the right                                     en talking to the
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  PRoject:                  CMI “Live Life Not Meth” Website
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                                                                                                                                    53




                                          Parenting is a ch
                                                                allenge, especia
                                                                                  lly during teenage
                                          for the long haul.                                           years, but you are
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                                                                                                                           < >
                                                                                                              >




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  PRoject:                  CMI “Live Life Not Meth” Website
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                                                                                                                                         54




                                           Parenting is a ch
                                                                 allenge, especia
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                                    METH WARNIN                 Though you can’t                                                 in it
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                                                                                                                                < >
                                                                                                                  >
                                                                                                                        < >




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                                                                                    55




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                                                                                    56




                           th?
               What is mee is a stimulant that affects ly
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                             entral ne rvous system
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                                               "meth," or "T
                             rystal," "speed,"                         [more]
                known as "c


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  PRoject:                CMI “Live Life Not Meth” Website
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                                                                                                                      57




                                                    What doe
                                                              s meth loo
                                                    Methamp              k like?
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               known as  "crystal," "s                               [more]


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  PRoject:                CMI “Live Life Not Meth” Website
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                                                                                                                                         58




                                                                                                            cts]
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  desIGneR:               Cindy Phillips
  PRoject:                CMI “Live Life Not Meth” Website
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                                                                                                                                                                      59

                       Welcome to Live
                                         Life Not Meth, a
                       social networking                    virtual environme
                                           site equipped wi                     nt and
                       music videos and                        th educational too
                                        user-contributed co                          ls,
                      and educators. Th                       ntent for teens, pa
                                        is section of the                         ren
                      for members of the                  site contains inform ts
                                           media. If you ha                      ation
                     like to request ad                      ve questions or wo
                                        ditional informati                         uld
                     [add hyperlink to                     on please contact
                                       media contact page                       us at
                                                            ].

                     Live Life Not Me
                                      th in   the news.
                 [Hyperlinks to pre
                                    ss releases    & media coverag
                                                                  e]




                                                                                                                                         ade it
                                                                                                                                   and m
                                                                                                                          nd use
                                                                                                            preve ntion a
                                                                                                    tamine fessionals:
                                                                                             amphe           ro
                                                                                      t meth for media p
                                                                              n abou
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                                                                                                                        hyperli view please ld like to s ive
                                                                                                                                nk to m         contac        et up
                                                                                                                                        edia co        tu
                                                                                                                                                ntact s s at [add
                                                                                                                                                       heet].



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  PRoject:                       CMI “Live Life Not Meth” Website
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                                                                      60




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                                                                      62




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selectIon state oPtIons




                                                                      63




desIGneR:      Cindy Phillips
PRoject:       CMI “Live Life Not Meth” Website
descRIPtIon:   Selection State Option #1


                                                  table of contents
selectIon state oPtIons




                                                                      64




desIGneR:      Cindy Phillips
PRoject:       CMI “Live Life Not Meth” Website
descRIPtIon:   Selection State Option #2


                                                  table of contents
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                                                                      65




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                                                                      66




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descRIPtIon:   Selection State Option #4


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selectIon state oPtIons




                                                                      67




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PRoject:       CMI “Live Life Not Meth” Website
descRIPtIon:   Selection State Option #5


                                                  table of contents
                                         68




educational materials
dVd PacKaGInG

leadeRs GuIde

PaRtIcIPants GuIde

PosteR




                     table of contents
educatIonal mateRIals




                                                                      69




desIGneR:      Cindy Phillips
PRoject:       CMI “Live Life Not Meth” Website
descRIPtIon:   DVD Packaging


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                                                           70




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PRoject:       CMI “Live Life Not Meth” Website
descRIPtIon:   Leader’s Guide


                                       table of contents
educatIonal mateRIals




                                                           71




desIGneR:      Cindy Phillips
PRoject:       CMI “Live Life Not Meth” Website
descRIPtIon:   Leader’s Guide


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                                                           72




desIGneR:      Cindy Phillips
PRoject:       CMI “Live Life Not Meth” Website
descRIPtIon:   Leader’s Guide


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                                                           73




desIGneR:      Cindy Phillips
PRoject:       CMI “Live Life Not Meth” Website
descRIPtIon:   Leader’s Guide


                                       table of contents
educatIonal mateRIals




                                                                                                                        74




                                                              METH MESSAGING HEADER
                                                              Something along the line of... You have too much
                                                              going for you to screw it up with meth.

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                       meth graphic
                                                              METH RESOURCES HEADER
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     METH FACTS HEADER
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     Y% Blah Blah Blah Blah Blah Blah
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                                                                                                         out
                                                                                       Participants Hand

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                                                                      75




          �Insert custom introduction here�

                when:         [Insert date and time here]


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          contact:            [Insert contact info here]




desIGneR:       Cindy Phillips
PRoject:        CMI “Live Life Not Meth” Website
descRIPtIon:    Poster


                                        table of contents
                                      76




development materials
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technIcal bRIef

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                                                                               table of contents
technIcal bRIef: me not meth WebsIte

Goal: use technological components that will best serve the current and future
needs of the Me Not Meth project.
We recommend using the technology selections
below for the following reasons:
- High adherence to current standards                                                    78

- Widespread use in the marketplace
- Fit with planned functionality of project
- Ease of future maintenance

deVeloPment
- Primary Code: XHTML
- Content Management System: PHP (Drupal)
- Social Media Functionality: PHP (Drupal)
- Admin Functionality: PHP
- Database: MySQL
- Server Environment: Unix/Linux

desIGn elements
All design elements will be created using applications in most recent Adobe CS3 Suite.
- Mock-Ups: Dreamweaver (.html and .css)
- Motion Elements: Flash (.swf)
- Stills: Photoshop (.psd)
- Animation and Vectors: Illustrator (.ai and .eps)

medIa elements
- Professional Videos: Flash (.swf)
- User Contributed Content
- Video: Flash (.swf) Hosted from YouTube Server to minimize hosting fees.
- Stills: .jpg
- Music: .wav or mp3


All files (except user contributed content) will be saved to a hard drive that
will be given to the client at the conclusion of the project. All project
assets will be well organized in anticipation of future use.


                                               table of contents
Planned functIonalItY of “choose me not meth” sIte

- Traditional Navigation (Menus/SubMenus)
      o Expandable
      o Associated icons appear upon selection
      o Zoom into selected item
                                                                                79
- Graphical Navigation
      o Identify selectable items (possibly using motion)
      o Show selected states
      o Zoom into (some) selected items
      o Homepage scrolls left and right while select objects remain anchored
- Professionally Produced Video Set
      o Video expands to create wider viewing area upon selection
      o Optimize streaming to achieve highest resolution and quickest loading
- User Contributed Content
      o Allow visitors to upload content (videos reference YouTube)
      o Ensure uploaded content displays properly
      o Feature different UCC items upon each site visit
- Administrator Functions
      o Remove/Approve UCC submissions
      o Select featured UCC submissions
      o Allow multiple people to remotely judge UCC submissions
      o Display awards for best UCC
- Download Educational Materials
      o Videos
      o Docs: Leaders’ Guide, Participants’ Handout, Poster
- Order DVD
      o Interface with fulfillment house like Neoflix (or similar)
      o Maintain consistency of site design on fulfillment interface




                                               table of contents
                                       80




full Video set
oRIGInal VIdeo concePts

ReVIsed VIdeo concePts

cReW lIst

equIPment lIst

locatIons lIst




                   table of contents
cmI Phase tWo medIa mateRIals
VIdeo concePts

Video 1 – “choice”
demo: 13-18 male & female, us, all ethnic groups
Animation
1-2 Minutes
                                                                                                           81
synopsis:
CHRIS (teen boy) is being buried alive by the problems in his life. To dig his way out, he must
reconnect with what makes life worth living and make a choice (to use meth/not use meth) that
will change everything.

treatment:
On a colorful urban street, a long tracking shot of Chris, as he walks through his neighborhood. The
environment is a vibrant, positive composite of photos of buildings, streets, billboards, cars and other
urban objects assembled in a living collage. He dresses in low slung jeans, hoodie over his head,
backpack laden heavy with books. Chris would describe himself as “invisible.” Not unpopular, just
too normal to feel good about himself. As he walks, we hear the voice inside his head growing more
intense as he covers the headlines of his life through the lyrics of a song.


                                             CHRIS
                                 (Spoken word to the effect of…)
    Why can’t my mom just stay out of my business? What makes her think she understands me,
              anyway? How come I can’t go live with dad? If I could just move out...


 As he dwells on the negative thoughts they begin to manifest in the world around him. Scenes from
 his home life are composited into the billboards (ex. a bedroom door slamming to end an argument;
staring out the front window of his house), some surreal elements appear (ex. a group of black crows
                swooping his head), and the sunny sky starts to turn grey and ominous.


Chris continues down the list of his grievances.


                                                CHRIS
                                   (Spoken word to the effect of…)
              School is so boring. When will interesting stuff start happening in my life?


Composited images from within his mind start to build up on the walls behind him. Absent minded in
the classroom; feeling alone in a crowd of students in the hallway.




                                              table of contents
As Chris’s eyes stay fixed on the ground in front of him, his environment slides by without him
noticing that it’s growing darker and darker. We see Chris’s POV as he looks down. The sidewalk
becomes like a mirror, where he can see all of his imperfections exaggerated. He squeezes his
eyes tight; his self-loathing is evident. The environment is now being overtaken by the dark images
representing his negative thoughts. More surreal images appear. People who were friendly in the
past environment turn mean, dogs turn on him and start to growl, graffiti and garbage represented
by the images projected onto the bricks of the buildings around him start to pile up and fall over him.          82
Then the buildings begin to collapse. Before he knows it, he is buried.


Chris realizes what is happening and starts to suffocate from the urban mess that has fallen down
on him. He panics, desperate:


                                              CHRIS
                                   (Spoken word to the effect of…)
                    What’s happening to me? When did my life get so out of control?


As he says these words, we hear and see a crack opening beneath him and a luminous green light
pours into the space around him. Thinking he’s found a way out, he lowers his head and stares
through the crack to catch a glimpse of what’s on the other side. He sees a group of kids his age
passing around a meth pipe in one of their bedrooms. Cut to a reverse view of his eye staring through
the crack as it starts to widen, revealing more of his face, entranced by the scene enfolding before
him.


A pretty girl holds out the pipe in his direction, as his view flashes forward into the future. In an instant,
he sees his life start to revolve around meth and the increasingly unfamiliar and scary-looking people
and places it brings his way. His girlfriend dumps him, his already shaky relationship with his parents
turns volatile, his appearance starts to deteriorate.


Cut back to a reverse view as the crack opens wide enough for him to step through and take his
place on the sofa next to the pretty girl who is offering him the pipe. As he starts to step through, we
hear a sharp, cracking sound behind him and he pulls back. A new crack has opened up above him
and clear, crisp light pours through. He lifts his face up and catches a glimpse of the sunlit cityscape
he just came from. He sees people coming out of their homes, riding bicycles, kids playing street
hockey, etc.




                                                table of contents
Back underground, we see the crack start to part and sunlight streams in. The first crack is almost
closed now and the green light fades away until we can’t see it anymore. Chris’ underground world
morphs back into the above-ground world we first saw. The sun is shining again and the sky is bright
blue and cloudy. He looks out into the world, blinking as he gets used to the sun again, smiles, then
starts walking down the main street. We resume the first tracking shot that opened the animation.
This time Chris has his head up and is open to the world. His thoughts manifest positive imagery
around him. He stops in front of a café and walks in. His girlfriend sits at a table waiting for him.     83
She looks up and smiles as he walks in.



Video 2 – “sisters”
demo: 13-18 female, us, all ethnic groups
Live Action
3-5 Minutes

synopsis:
Two sisters (MICHELLE, 17, and SOPHIE, 14) live in adjoining rooms connected by a door. They
have always been very close (shown by the open door between their rooms and the amount of time
they spend in each other’s rooms) but begin to grow apart (closed door) with the older sister’s drug
use. By catching a glimpse of what’s happening in both rooms over time we are able to see just how
different their lives are becoming and how their relationship is being strained to its breaking point.
When Michelle finally reaches out and reopens the door, Sophie has to decide whether to help her
find her way out of the mess her life has become.

treatment:
Aerial shot establishes Michelle and Sophie’s rooms with the open door that joins them.
They are close and wander freely into each other’s rooms. The door is open day and night and it’s
hard to see where one room ends and the other begins. Their rooms are similar: girly and lived-in, but
clean, and it’s clear that Sophie looks up to her sister Michelle and is modeling her room and her life
after her.


establIshInG aeRIal shot (camera begins with an aerial shot to establish both rooms and the
girls and gradually lowers to eye level to show the intimacy between them)


It’s night and the girls are sleeping in their rooms with the door open between them. The layout and
decoration of the rooms are similar and the girls even sleep in the exact same position, curled up on
their sides. Night fades to day and both girls’ alarm clocks ring at exactly the same time. They drag
themselves out of bed. Cut to Sophie and Michelle in the bathroom brushing their teeth side by side,
sharing the same sink. Cut back to the bedrooms where Sophie is asking her sister if she can borrow
a shirt to match her new skirt. Her sister holds up a few options and they find the perfect match.




                                             table of contents
Later that day, the girls come home from school. The door is still open between their rooms and
camera is at eye-level, simultaneously showing what’s happening in both rooms. We see Michelle
laying on her bed, listening to music, looking at magazines and talking to a friend on the phone.
Sophie comes home wearing exercise clothes and throws down her gym bag. She pops in to say
hi and then wanders off to take a shower. When she reenters her room, Michelle has friends over—
friends Sophie has never seen—and one them gets up to close the door between their rooms.
Michelle watches silently as her friend closes the door. On the other side, Sophie looks up, surprised   84
and confused, as the door shuts. Camera briefly goes back up to an aeriel view to show that their
lives are starting to diverge.


Even after her friends leave, Michelle doesn’t reopen the door and Sophie feels hurt and rejected,
but goes on with her life. On the other side of the door, Michelle is going deeper and deeper into her
meth use. Sophie’s activities are shown in real time while shots of Michelle happen in progressively
faster motion to show she’s starting to live on “meth time.” As the pace accelerates, her life grows
increasingly chaotic.

1st set of tIme laPse shots


Activity in younger sister’s room:
        - Doing homework on her laptop beside a stack of notebooks and textbooks on her desk
        - Glances over at the closed door from time to time, wondering what’s going on
        - Visited by her boyfriend, MATT, a kind-looking 15 year-old who clearly adores her
       - Watches TV


At one point, Michelle has several friends over and they’re being loud and rowdy, Sophie knocks
on the door and Michelle yells out, “Go away, we’re busy,” as her friends laugh and roll their eyes.
Sophie is clearly upset, as she knows she’s losing touch with her sister, and doesn’t know what to do.

Activity in older sister’s room:
       - Friend who closed the door pulls out a baggie of meth and Michelle uses with some hesitation
       - Room grows messier and darker
       - More and weirder-looking friends start coming over, using
       - Crashed out, ignoring her alarm clock in the morning




                                             table of contents
One morning, Sophie goes to the bathroom and the door is closed. She tries the handle; it’s locked.
She comes back a few minutes later and the door is still locked. She knocks and her sister says
impatiently, “Just give me a minute.” She comes back again, the door is still closed and locked, and
she pounds on the door saying, “Come on I’m gonna be late for school.” Finally, Michelle opens the
door—she looks angry and pale, the meth has started to take a physical toll on her—and Sophie
stares at her, hardly recognizing the girls she sees in front of her. Michelle pushes past her and says,
“What are you looking at?” Michelle is losing control. What started out as fun experimentation is        85
starting to become a necessity.

2nd set of tIme laPse shots


Activity in younger sister’s room:
        - Writing in her journal
        - Matt comes over
        - Getting ready in the morning: combing her hair, packing bag for school
        - Leaning sadly against closed door


Activity in older sister’s room:
        - Gone a lot, her room is trashed and deserted
        - Yelling, fights
        - Making out with a succession of strange guys
        - Room grows darker: windows covered by blankets, black lights (?)
      - Hallucinations
      - Crying on other side of closed door


Just when it seems like the situation can’t get any worse, Michelle opens the door. We don’t know
what she wants. There’s a moment of tension as Sophie stares at her, almost frightened, not knowing
what to expect. Michelle slowly takes a step into the room. Sophie looks hopeful, as she gets up and
walks over to her. They hug tightly, as Michelle starts to cry.



Video 3 – “me not meth” music video
demo: 13-18 female, us, all ethnic groups
Live Action with Animated and Live Action Elements from Videos 1 & 2
2-4 Minutes

stylistic approach:
Music video shot in the style of Will I Am’s “Yes We Can” against a simple and elegant setting. Clean
lighting accentuates silvers and rich blacks. This graceful presentation will interweave elements from
the animation (“Choice”) and live action (“Sisters”).




                                              table of contents
treatment:
The Music Artist performs in an acoustic setting, perhaps alone with just a guitar. No props, no
distractions. The artist sings directly to the listener, looking right into camera. The style and tone
of the music is inspirational, uplifting.


The lyrics of the song build on the phrase “I Choose Me (Not Meth)” (probably the chorus). The
concept and theme of the song speaks to the idea that “at the darkest moment comes the light.”               86
There are choices in life that don’t involve meth and there is a path out of a life hooked on meth,
if you choose to take it. Life is not something thrust on us, but something shaped by our choices.
Even when life seems dark and difficult, there is always the option to Choose Me Not Meth.


Intercut with the artist’s performance are regular people from all walks of life (teen girls, gay men,
people in recovery, a woman holding her child, parents, white, Latino, etc.) who sing their own
lyrics of the song. We can tell from the lyrics and context that they have a stake in meth
prevention/rehabilitation. The goal is to integrate their stories and observations of hope and
recovery into the lyrics of the song so that, in essence, the song belongs as much to any one of
them as it does to the music artist.


The basic messages that come through in the lyrics are that life is fun and worthwhile without meth,
each person has tremendous potential that can be derailed by meth, people in recovery matter, and
that we can reach out to them and help them rejoin life.


The visual impact of including people in recovery is twofold. First, the meth users in early recovery
show how meth use affected their appearance, both in terms of what they say and how they look.
Second, the users with more recovery time under their belts are proof that the physical damages of
meth can be reversed over time, and that returning to “normal” is a possibility for those who Choose
Me Not Meth.


The imagery of these striking faces speaking honestly and directly to the viewer is cut against images
from “Choice” and “Sisters” featuring the main characters from those videos. The situations of these
characters underscores the dark side of meth use – the loss of friends, fighting with family, excessive
partying and multiple sex partners, lack of interest in school – in contrast to the potential for recovery
and the message that you can choose to get your life back on track.


The final ‘layer’ of visual enhancement draws from the graphic design elements of the website,
which can be used as a transitional device. The collage elements ‘wipe’ across the screen to take
us between the ‘Yes We Can’ style footage of real people, the music artist, and the more kinetic
look and feel of “Choice” and “Sisters.”




                                              table of contents
cmI Phase tWo medIa mateRIals
VIdeo concePts

Video 1 – “choice”
demo: 13-18 male & female, us, all ethnic groups
Animation
1-2 Minutes
                                                                                                           87
synopsis:
CHRIS (teen boy) is being buried alive by the problems in his life. To dig his way out, he must
reconnect with what makes life worth living and make a choice (to use meth/not use meth) that will
change everything.

treatment:
On a colorful urban street, a long tracking shot of Chris, as he walks through his neighborhood. The
environment is a vibrant, positive composite of photos of buildings, streets, billboards, cars and other
urban objects assembled in a living collage. He dresses in low slung jeans, hoodie over his head,
backpack laden heavy with books. Chris would describe himself as “invisible.” Not unpopular, just
too normal to feel good about himself. As he walks, we hear the voice inside his head growing more
intense as he covers the headlines of his life through the lyrics of a song.


                                             CHRIS
                                 (Spoken word to the effect of…)
    Why can’t my mom just stay out of my business? What makes her think she understands me,
              anyway? How come I can’t go live with dad? If I could just move out...


As he dwells on the negative thoughts they begin to manifest in the world around him. Scenes from
his home life are composited into the billboards (ex. a bedroom door slamming to end an argument;
staring out the front window of his house), some surreal elements appear (ex. a group of black crows
swooping his head), and the sunny sky starts to turn grey and ominous.


Chris continues down the list of his grievances.


                                                CHRIS
                                   (Spoken word to the effect of…)
              School is so boring. When will interesting stuff start happening in my life?


Composited images from within his mind start to build up on the walls behind him. Absent minded in
the classroom; feeling alone in a crowd of students in the hallway.




                                              table of contents
As Chris’s eyes stay fixed on the ground in front of him, his environment slides by without him
noticing that it’s growing darker and darker. We see Chris’s POV as he looks down. The sidewalk
becomes like a mirror, where he can see all of his imperfections exaggerated. He squeezes his
eyes tight; his self-loathing is evident. The environment is now being overtaken by the dark images
representing his negative thoughts. More surreal images appear. People who were friendly in the
past environment turn mean, dogs turn on him and start to growl, graffiti and garbage represented
by the images projected onto the bricks of the buildings around him start to pile up and fall over him.          88
Then the buildings begin to collapse. Before he knows it, he is buried.


Chris realizes what is happening and starts to suffocate from the urban mess that has fallen down on
him. He panics, desperate:


                                              CHRIS
                                   (Spoken word to the effect of…)
                    What’s happening to me? When did my life get so out of control?


As he says these words, we hear and see a crack opening beneath him and a luminous green light
pours into the space around him. Thinking he’s found a way out, he lowers his head and stares
through the crack to catch a glimpse of what’s on the other side. He sees a group of kids his age
passing around a meth pipe in one of their bedrooms. Cut to a reverse view of his eye staring through
the crack as it starts to widen, revealing more of his face, entranced by the scene enfolding before
him.


A pretty girl holds out the pipe in his direction, as his view flashes forward into the future. In an instant,
he sees his life start to revolve around meth and the increasingly unfamiliar and scary-looking people
and places it brings his way. His girlfriend dumps him, his already shaky relationship with his parents
turns volatile, his appearance starts to deteriorate.


Cut back to a reverse view as the crack opens wide enough for him to step through and take his place
on the sofa next to the pretty girl who is offering him the pipe. As he starts to step through, we hear
a sharp, cracking sound behind him and he pulls back. A new crack has opened up above him and
clear, crisp light pours through. He lifts his face up and catches a glimpse of the sunlit cityscape he
just came from. He sees people coming out of their homes, riding bicycles, kids playing street hockey,
etc.




                                                table of contents
Back underground, we see the crack start to part and sunlight streams in. The first crack is almost
closed now and the green light fades away until we can’t see it anymore. Chris’ underground world
morphs back into the above-ground world we first saw. The sun is shining again and the sky is bright
blue and cloudy. He looks out into the world, blinking as he gets used to the sun again, smiles, then
starts walking down the main street. We resume the first tracking shot that opened the animation.
This time Chris has his head up and is open to the world. His thoughts manifest positive imagery
around him. He stops in front of a café and walks in. His girlfriend sits at a table waiting for him.       89
She looks up and smiles as he walks in.



Video 2 – “sisters”
demo: 13-18 female, us, all ethnic groups
Live Action
3-5 Minutes

synopsis:
Two sisters MICHELLE (17) and SOPHIE (14) live in adjoining rooms connected by a door. They
have always been very close (shown by the open door between their rooms and the amount of time
they spend in each other’s rooms) but begin to grow apart (as signified by the closed door) with the
older sister’s drug use. By catching a glimpse of what’s happening in both rooms over time we are
able to see just how different their lives are becoming and how their relationship is being strained
to its breaking point. When Michelle finally reaches out and reopens the door, Sophie has to decide
whether to forgive her sister and help her find her way out of the mess her life has become.

treatment:
AERIAL SHOT establishes two rooms with the open door that joins them.
MICHELLE and SOPHIE are close and wander freely into each other’s rooms. The door is open day
and night and it’s hard to see where one room ends and the other begins. Their rooms are similar:
girly and lived-in, but clean, and it’s clear that Sophie looks up to her sister Michelle and is modeling
her room and her life after her.


establIshInG aeRIal shot (camera begins with an aerial shot to establish both rooms and the
girls and gradually lowers to eye-level to show the intimacy between them)


It’s night and the girls are sleeping in their rooms with the door open between them. The layout and
decoration of the rooms are similar and the girls even sleep in the exact same position, curled up
on their sides. Night fades to day and both girls’ alarm clocks ring at exactly the same time. They
drag themselves out of bed. CUT TO Sophie and Michelle in the bathroom brushing their teeth side
by side, sharing the same sink. CUT BACK TO the bedrooms where Sophie is asking her sister if
she can borrow a shirt to match her new skirt. Her sister holds up a few options and they find the
perfect match.


                                              table of contents
LATER the girls come home from school. The door is still open between their rooms and camera is
at eye-level, simultaneously showing what’s happening in both rooms. We see Michelle laying on
her bed, listening to music, looking at magazines and talking to a friend on the phone. Sophie comes
home wearing exercise clothes and throws down her gym bag. When she pops in to say “hi” sees
that Michelle has FRIENDS over—friends she has never seen. One them gets up to close the door
between the rooms as Michelle stands silently by. On the other side, Sophie looks surprised and
confused, as the door shuts. CAMERA CRANES UP TO AN AERIAL VIEW to show that their lives                 90
are starting to diverge.


Even after her friends leave, Michelle doesn’t reopen the door and Sophie feels hurt and rejected,
but goes on with her life. On the other side of the door, Michelle is going deeper and deeper into her
meth use. Sophie’s activities are shown in real time while shots of Michelle happen in progressively
FASTER MOTION to show she’s starting to live on “meth time.” As the pace accelerates, her life
grows increasingly chaotic.

1st set of tIme laPse shots


Activity in younger sister’s room:
        - Doing homework on her laptop beside a stack of notebooks and textbooks on her desk
        - Glances over at the closed door from time to time, wondering what’s going on
        - Visited by her boyfriend, MATT, a kind-looking 15-year-old who clearly adores her
        - Watches TV


At one point, Michelle has several friends over and they’re being loud and rowdy, Sophie knocks on
the door and Michelle yells out, “Go away, we’re busy,” as her friends laugh and roll their eyes.
Sophie is clearly upset, as she knows she’s losing touch with her sister, and doesn’t know what to do.

Activity in older sister’s room:
        - Friend who closed the door pulls out a baggie of meth and Michelle uses with some hesitation
      - Room grows messier and darker
      - More and WEIRDER LOOKING FRIENDS start coming over, using
      - Michelle crashed out, ignoring her alarm clock in the morning




                                             table of contents
One morning, Sophie goes to the bathroom and the door is closed. She tries the handle; it’s locked.
She comes back a few minutes later and the door is still locked. She knocks and her sister says
impatiently, “Just give me a minute.” She comes back again, the door is still closed and locked, and
she pounds on the door saying, “Come on I’m gonna be late for school.” Finally, Michelle opens the
door—she looks angry and pale, the meth has started to take a physical toll on her—and Sophie
stares at her, hardly recognizing the girl she sees in front of her. Michelle pushes past her and says,
“What are you looking at?” Michelle is losing control. What started out as fun experimentation is           91
starting to become a necessity.

2nd set of tIme laPse shots


Activity in younger sister’s room:
        - Writing in her journal
        - Matt comes over
        - Getting ready in the morning: combing her hair, packing bag for school
        - Leaning sadly against closed door


Activity in older sister’s room:
        - Gone a lot, her room is trashed and deserted
        - Yelling, fights
        - Making out with a succession of strange guys
        - Room grows darker: windows covered by blankets, black lights
       - Hallucinations
       - Crying on other side of closed door


Eventually MICHELLE shows physical symptoms of addiction. She stumbles through her room
looking for her stash. She digs it out from underneath the mess and grabs a glass picture frame to
prepare the meth. As she moves the powder around, she reveals a picture of Michelle and Sophie
buried underneath. She moves the powder to the side and takes a hard look at the two together when
they were happy and pauses to reflect on their damaged relationship. RACK FOCUS to Michelle’s
sad expression in the glass. She throws the frame out of frustration. Just when we think that she’s
about to get angry she marches to the door and KNOCKS. Sophie opens the door. There’s a moment
of tension as the two sisters study each other. Sophie stares at her, almost frightened, not knowing
what to expect. Michelle slowly takes a step into the room. Sophie looks hopeful, as she gets up
and walks over to her. Finally, Michelle gives in to her emotions and Sophie embraces her older
sister tightly.


FROM ABOVE we see Michelle’s room change. Through TIME LAPSE, we see the mess REVERSE
until order is restored (showing that she is getting her life back on track.) At the end, Michelle’s room
looks like it did at the beginning of the video and the girls are together again.


                                               table of contents
Video 3 – “me not meth” music video
demo: 13-18 female, us, all ethnic groups
Live Action with Animated and Live Action Elements from Videos 1 & 2
2-4 Minutes

stylistic approach:
Music video shot in the style of Will I Am’s “Yes We Can” against a simple and elegant setting. Clean
lighting accentuates silvers and rich blacks. This graceful presentation will interweave elements from      92
the animation (“Choice”) and live action (“Sisters”).

treatment:
The Music Artist performs in an acoustic setting, perhaps alone with just a guitar. No props, no
distractions. The artist sings directly to the listener, looking right into camera. The style and tone of
the music is inspirational, uplifting.


The lyrics of the song build on the phrase “I Choose Me (Not Meth)” (probably the chorus). The
concept and theme of the song speaks to the idea that “at the darkest moment comes the light.”
There are choices in life that don’t involve meth and there is a path out of a life hooked on meth,
if you choose to take it. Life is not something thrust on us, but something shaped by our choices.
Even when life seems dark and difficult, there is always the option to Choose Me Not Meth.


Intercut with the artist’s performance are regular people from all walks of life (teen girls, gay men,
people in recovery, a woman holding her child, parents, white, Latino, etc.) who sing their own
lyrics of the song. We can tell from the lyrics and context that they have a stake in meth
prevention/rehabilitation. The goal is to integrate their stories and observations of hope and
recovery into the lyrics of the song so that, in essence, the song belongs as much to any one of
them as it does to the music artist.


The basic messages that come through in the lyrics are that life is fun and worthwhile without meth,
each person has tremendous potential that can be derailed by meth, people in recovery matter, and
that we can reach out to them and help them rejoin life.


The visual impact of including people in recovery is twofold. First, the meth users in early recovery
show how meth use affected their appearance, both in terms of what they say and how they look.
Second, the users with more recovery time under their belts are proof that the physical damages of
meth can be reversed over time, and that returning to “normal” is a possibility for those who Choose
Me Not Meth.




                                               table of contents
The imagery of these striking faces speaking honestly and directly to the viewer is cut against
images from “Choice” and “Sisters” featuring the main characters from those videos. The situations
of these characters underscores the dark side of meth use – the loss of friends, fighting with family,
excessive partying and multiple sex partners, lack of interest in school – in contrast to the potential
for recovery and the message that you can choose to get your life back on track.


The final ‘layer’ of visual enhancement draws from the graphic design elements of the website,            93
which can be used as a transitional device. The collage elements ‘wipe’ across the screen to take
us between the ‘Yes We Can’ style footage of real people, the music artist, and the more kinetic
look and feel of “Choice” and “Sisters.”




                                              table of contents
cReW lIst
  CREW LIST


          CREW                           NAME                          EMAIL
   Producer                Iris Ichishita                   Iris@eowmg.com
                           Marisa Murgatroyd                Marisa@eowmg.com
                           Daniela Rey                      Daniela@eowmg.com              94
   Associate Producer      Iris Ichishita                   Iris@eowmg.com
                           Marisa Murgatroyd                Marisa@eowmg.com
                           Daniela Rey                      Daniela@eowmg.com
   Director                Iris Ichishita                   iris@eowmg.com
                           Gary Bush (“Sisters”)            gbcine@att.net
                           John Dretzka (“Choice”)          jdretzka@gmail.com
   1st AD                  Jason Brown
   Director of             Gary Bush                        gbcine@att.net
   Photography
   Camera Operator         Gary Bush                        gbcine@att.net
   1st AC                  Per Gary
   Gaffer                  Per Gary
   BB Electric             Per Gary
   Key Grip                Per Gary
   Grips                   Per Gary
   Boom                    PA
   Video Assist/Playback   n/a
   Script Supervisor       TBD
   Production Designer     Russell Jaeger                   russelljaeger@yahoo.com
   Art Director            Per PD
   Construction Manager    Joe Celli
   Property Master         Per PD
   VFX                     Rochelle Watson (“Sisters”)
                           John Dretzka (“Choice”)          jdretzka@gmail.com
   Makeup/Hair             TBD
   Wardrobe                Emily Meyers                     Emily@eowmg.com
   UPM                     Daniela Rey                      Daniela@eowmg.com
   Production              Daniela Rey                      Daniela@eowmg.com
   Coordinator
   Production Assistants   Jenna Hoffman, Jennifer
                           Sachs
   Casting                 Melani Burgess                   starvega23@yahoo.com
                           Josh Einsohn                     txjoshinla@aol.com
   Craft Services          Jennifer Sachs                   jenniferhsachs@gmail.com
   On Call                 Emily Meyers                     Emily@eowmg.com



                                                           Eyes of the World Media Group

                                       table of contents
equIPment lIst

by: Gary bush
director of Photography


o LIGHTS
      o TUNGSTEN
                                                        95
            • (1) 10K FRESNEL
            • (2) 5K (SMALL LENS) FRESNELS
            • (2) 2K FRESNELS
            • (4) 1K FRESNELS
            • (4) 1K FRESNELS
            • (4) 650 FRESNELS
            • (4) 200 FRESNELS
            • (2) 2K OPEN FACE
            • (2) 1K OPEN FACE
            • (4) 4K SPACE LIGHTS (COMPLETE)
      o KINOS
            • (2) 4 FT. QUADS
            • (2) 2 FT. DBLS
o GRIP ELECTRIC
      o 5 TON GRIP PKG.
      o CHIMERAS
            • LARGE WITH RINGS FOR 5K SENIOR
          • MEDIUM WITH RINGS FOR 2K JUNIOR
     o BUTTERFLIES: SOLIDS
          • (2) 20X20 WITH FRAMES
          • (3) 12X12 WITH FRAMES
          • (2) 6X6 SETS OF DIFFUSION
          • EXTRA DUVATINE
     o POWER
          • STAGE POWER
          • LOTS OF CABLING FOR RIGGING IN GRID
     o CAM SUPPORT
          • FISHER 11 OR SUPER PEE WEE DOLLY COMPLETE
          • (4) 8’ STRAIGHTS
          • JIB ARM
     o EXPENDABLES TBD
     o ALSO NEED TROMBONES (6 TO 8)




                                   table of contents
locatIon lIst


 LOCATION LIST

                  FILM “Sisters” & “Choices”                                                    PRODUCTION MANAGER Daniela Rey

                                                      ACTUAL LOCATION                                DATE & DAYS                  CONTACTS               96
          SET LOCATION
                                                     (ADDRESS & PHONE)                           (PREP/SHOOT/STRIKE)       (OWNER & REPRESENTATIVE)
 Sisters’s Bedrooms                  Burbank Pruduction Studios                        Prep: April 6, 7, 8, 9             Thomas Fujioka
                                     505 S. Flower Street                              Shoot: April 11                    tom@bps.tv
                                     Burbank CA 91502                                  Strike: April 12

                                     ( 818 ) 567-4796
 “Choices” Green Screen Cyclorama    Burbank Pruduction Studios                        Shoot: April 10                    Thomas Fujioka
                                     505 S. Flower Street                                                                 tom@bps.tv
                                     Burbank CA 91502

                                     ( 818 ) 567-4796




                                     (     )     -




                                                                                                                         Eyes of the World Media Group


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                                          97




“sisters”
summaRY of comPletIon

scRIPt

cInematoGRaPhY

   shot sheet

PRoductIon desIGn

   floor Plan

   3d models

staGe Rental quotes

musIc

   lyrics

   Internet sync license

castInG
                      table of contents
lIVe actIon – sIsteRs

SISTERS is a live-action video including aerial photography, special effects and dramatic
performances. It will be a production challenge and, when combined with CHOICES, will carry
most of the production expenses.

InstRuctIons to comPlete                                                                                  98


• Secure Location & Equipment
       Producers will secure sound stage, grip & electric equipment package, special equipment,
       including jib, dolly, lift, etc. and camera package
• Casting Producer’s Session
       Casting Directors will call back talent selects for a second audition and producer meet and
       greet. Director/Producer and Producers will cast and lock talent
• Production Design
       Production Designer in consultation with Director/Producer and Producers will reference the
       3D set model and construct the set. Art Director will then direct the dressing of set and rent/
       purchase all props
• Tech Scout
       Director/Producer will walk-through production with all department heads, including PD, AD,
       DP and his/her keys
• Music
       Producers will obtain music sync license from Universal and coordinate music rearrangement
• Creative
        Director will, in consultation with DP and Producers, create the shot list, storyboards, timing
        animatic and emotional beat sheet
• Rehearsal
        Director will work with Glamour Department heads to define character looks and rehearse
        with talent
• Shoot SISTERS
        Director/Producer will direct production of SISTERS over 1-2 days
• Strike
        PD will coordinate the striking of the SISTERS set in an environmentally responsible manner
• Post Production
        o Director/Producer will oversee the post-production of the live action video, which will be
            spearheaded by Editor in conjunction with the Assistant Editor, Sound Designer and Com
            poser. The footage will be imported, cut, refined, treated and exported
• Delivery Final Live Action Video
        o Director/Producer will oversee the final delivery of the live-action video for web streaming
            and DVD distribution purposes


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                                          106




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Sisters > DP Shortlist - Per Iris                                                                 3/24/09 9:03 PM



         Sisters "LIVE LIFE NOT METH"




         DP Shortlist - Per Iris
                                                                                                                     108
         From: Iris Ichishita
         Date: Tue, 10 Mar 2009 at 1:44pm
         Category: Miscellaneous


         In order of preference, which is a function of appropriateness/cost:

         Gary Bush: http://garybushdp.com/
         Creative collaborator, positive attitude, high energy, proficient, adept, all-in-one

         Jeff Dolen: http://jeffdolen.com/projects/cinereel/cinereel.htm
         Strong social media bent, technically savvy, visual, professional

         David Waldman: http://www.david-waldman.com/narrative.html
         DP extraordinaire, good access to crew & equipment, familiar with “academic” video

         Jeff Barklage: http://www.barklage.com/
         Higher-end, commercially bent, excellent short form work that can translate to the web

         I will also go continue to pull selects from the EOW DP list on Google docs.




https://eyesoftheworld.updatelog.com/projects/2993182/posts/20461741/comments                          Page 1 of 1




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“sIsteRs” flooR Plans




                                                                             109




                                Bedroom #1                      Bedroom #2




                                                  Bathroom




 Eyes of the World Media Group
 Project: CMI “Sisters”
PRoject:
 Sister’s bedrooms      CMI “Sisters
descRIPtIon:
 03/13/2009             Sister’s Bedrooms


                                            table of contents
“sIsteRs” flooR Plans




                                                  110




PRoject:       CMI “Sisters
descRIPtIon:   3D Model


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“sIsteRs” 3d models




                                                       111




PRoject:       CMI “Sisters
descRIPtIon:   Sister’s Bedrooms


                                   table of contents
     bps                  Burbank Production Studios
                          505 S. Flower Street, Burbank, CA 91502
                           Tel:   818-567-0088   Fax:   818-567-4796   www.bps.tv
                                                                                                                                    ESTIMATE
                                                                                                                                        #1

TO: Eyes of The World Media                                                                    Date: 3/20/09                      TERMS: COD
                                                                                               Shooting Date:       April 6-12
                                                                                               Requested by:        Daniela Rey
                                                                                               Shoot Title:         Music Video project

DESCRIPTION                                                                                    DAYS         QT         UNIT $      AMOUNT       EXT

STAGE 1 RENTAL; 10-hour day (Includes Stage Grip Package + AC/Heating power)
    Load-in, build - April 6,7,8                                                                  1         3             -          -
    Shoot & Pre-light day - April 9,10,11                                                         1         3             -          -
    Load-out - April 12
    Stage Overtime per hour after 10 hours
                                                                                                  1
                                                                                                  1
                                                                                                            1
                                                                                                           TBD
                                                                                                                          -
                                                                                                                           $100
                                                                                                                                     -
                                                                                                                                       TBD
                                                                                                                                                          112
                                                                                                                            STAGE PKG RATE       $5,550

MISCELLANEOUS
    Lighting power - special weekly rate                                                          -          -            -            $1,000
    Painting - Cyc color to Chroma Green and return to white                                      1         0.3          $1,500          $450
    Painting - 24-hour rush charge                                                                                         $100            $0
    Additional cleaning per hour*                                                                 1                         $50           TBD
    Additional trash removal*                                                                     1                         $50           TBD
                                                                                                                                  MISC. TOTAL    $1,450
LIGHTING - TUNGSTEN FRESNEL
    Regular 10K                                                                                   -          1
    Baby 5K                                                                                       -          2
    Baby 2K                                                                                       -          2
    Baby 1K                                                                                       -          4
    Tweenie                                                                                       -          4
    Inbetweenie 200W                                                                              -          4
LIGHTING - TUNGSTEN OPEN FACE
    Mighty 2K Light                                                                               -          2
    Mickey 1K Light                                                                               -          2
    Space Light 2K                                                                                -          4
LIGHTING - CHIMERAS
    Chimera Large Quartz Bank w/5K Ring                                                           -          2
    Chimera Medium Quartz Bank w/2K Ring                                                          -          2
LIGHTING - KINO FLO
    4Bank x 4'                                                                                    -          2
    2Bank x 2'                                                                                    -          2
STANDS - approximate based on your lighting order
    Baby Stand                                                                                    -          8
    Junior Rolling Stand                                                                          -          2
    Combo Stand                                                                                   -          2
    Roadrunner Stand                                                                              -          1
    Hi Hi Roller                                                                                  -          4
CABLES & POWER DISTRIBUTION - approximate based on your lighting order
     600 Amp Through Box                                                                          -         1
     60 Amp Bates - 25'                                                                           -         2
     100 Amp Lunch Box                                                                            -         6
     100 Amp Bates - 50'                                                                          -         4
     100 Amp Bates - 25'                                                                          -         4
     100 Amp To 2/60 Amp 2-Fer                                                                    -         2
     Stinger/Edison - 50'                                                                         -         10
     Stinger/Edison - 25'                                                                         -         20
BUTTERFLY & OVERHEAD SET
     6' x 6' Frame                                                                                -          2
     6' x 6' Silk                                                                                 -          2
     6' x 6' Griffolyn                                                                            -          2
     12' x 12' Frame                                                                              -          3
     12' x 12' Solids                                                                             -          3
     20' x 20' Frame                                                                              -          2
     20' x 20' Solid Black                                                                        -          2
PIPE, BASE & RIGGING
     Speedrail (Per Foot)                                                                         -         40
     Speedrail Accessories (Price Per Piece)                                                      -         4
                                                                                                                      EQUIPMENT PKG TOTAL        $3,000

                                                                                                                           ESTIMATE TOTAL       $10,000


                                                                                    F.Y.I.
 •   In the event of any rented equipment malfunction, crew performance errors or omissions, BPS' responsibility is limited to the replacement of
     said equipment or personnel as available to BPS. BPS shall not be held liable for any direct or consequential damages.
 •   BPS and our sub-contractors are the sole lighting and grip equipment providers for the stage.
 •   BPS shall not be held liable for any interruption of electrical services provided to us by our municipal utility provider.
 •   A cleaning or repainting charge - minimum 1 hour - may be imposed at our discretion if rooms are not left in the same condition
     as presented or if the stage floor and cyc are discolored or soiled above normal wear and tear.
 •   Your insurance carrier must be rated A- or better by A.M. Best
     A Certificate of Insurance from your carrier must be on file naming Burbank Production Studios as
     "Additional Insured" for Liability Insurance - coverage must meet or exceed the following:
       $1,000,000 Each Occurrence; $2,000,000 General Aggregate; $2,000,000 Products / Completed Operations
     "Loss Payee" for Rented Equipment Insurance - coverage must be sufficient to cover the replacement cost of the equipment being rented



     PLEASE SIGN AND FAX BACK TO US ASAP TO CONFIRM BOOKING




           SIGNED                                                                                       DATE


                                                                  THANK YOU!


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sonG oPtIon “saY It’s PossIble”

Consider an “instrumentalized”/orchestrated version (i.e. less guitar) of the song “Say
It’s Possible” by TERRA NAOMI.

heRe the sonG

The lyrics are good and with a little finessing (read: rearranging/rewriting) could be really great: 116


FOR S LOOKING OUT INTO THE NIGHT


I see the lights are turning and I look outside
The stars are burning through this changing time
It could have been anything we want
It’s fine, salvation was just a passing thought
It was just a passing thought


FOR M THE FIRST TIME SHE TRIES METH


Don’t wait, act now
This amazing offer won’t last long
It’s only a chance to pave the path we’re on
I know there are more exciting things to talk about
And in time we’ll sort it out
And in time we’ll sort it out


FOR S AND M AS M FALLS INTO USE/ABUSE


And though they say it’s possible
To me, I don’t see how it’s probable
I see the course we’re on spinning farther from what I know
I’ll hold on
Tell me that you won’t let go
Tell me that you won’t let go


DITTO FOR ABOVE


And the truth is such a funny thing
With all these people
Keep on telling me



                                             table of contents
Keep on telling me
They know what’s best
And what to be frightened of
And all the rest are wrong
They know nothing about us
They know nothing about us
                                                                117
And though they say it’s possible
To me, I don’t see how it’s probable
I see the course we’re on spinning farther from what I know
I’ll hold on
Tell me that you won’t let go
Tell me that you won’t let go


FOR M AS SHE BREAKSDOWN AND APPROACHES S


I’m not alright
And though they say it’s possible
To me, I don’t see how it’s probable
I see the course we’re on spinning farther from what I know
I’ll hold on
Tell me that you won’t let go


FOR THE EMBRACE


And though they say it’s possible
To me, I don’t see how it’s probable
I see the course we’re on spinning farther from what I know
I’ll hold on
Tell me that you won’t let go
Tell me that you won’t let go


FOR THE END


This could be something beautiful
Combine our love into something wonderful
But times are tough I know
And the pull of what we can’t give up takes hold




                                            table of contents
                              SYNCH REQUEST FORM

TO:       Suzanne Carey         Phone: 020 7835 5377
                                Email: suzanne.carey@umusic.com
                                                                                                     118
FROM (please enter your details here):

DATE OF APPLICATION:

TITLE: SAY IT’S POSSIBLE

COMPOSER(S): TERRA NAOMI

% CONTROL: 100

WEBSITE U.R.L.: WWW.TERRANAOMI.COM

CLIENT/COMPANY DETAILS (of who we should issue the invoice and licence to is the above
composition is cleared):




PURPOSE OF SITE:

DETAILS OF MUSIC USE (synopsis/scene description):

HOW IS THE PRODUCTION TO BE USED ON SITE (e.g. pop-up/banner/homepage):



NUMBER OF HITS PER MONTH/YR:

TERRITORY:

PERIOD OF LICENCE & START DATE:

DURATION OF MUSIC USED:

OPTIONS:

OTHER INFO:
       If you haven’t done so already you MUST contact the MCPS-PRS Alliance separately for a
                        performance licence on all online uses on: 0207 580 5544

FEE: £TBC (Subject to management’s approval)

N.B. Internet use will only be approved where appropriate streaming technology is put in place to
ensure that the commercial cannot be copied, downloaded & saved, transferred or manipulated in any
manner whatsoever.




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                                          123




“choices”
summaRY of comPletIon

scRIPt

anImatIon ReseaRch

aRt/concePt GuIde

desIGn fRames

   character style Reference #1

   character style Reference #2

   environment: smoking Room

   environment: degraded apartment

   environment: meth lab


                      table of contents
anImatIon – choIces

CHOICES will be a compelling mixed media animated video, including rotoscoping, graphic
elements, text, stop motion and vector animation. It will be labor intensive and require the skill of
an experienced Art Director/Animator.

InstRuctIons to comPlete                                                                                     124


• Copy Writing
       o Spoken Word Artist will write lyrics in first person for CHOICES
• Create Storyboards
       Art Director will create hand drawn and computer-generated storyboards, from which the
       production shot list will be derived
• Create Shot List
       Director and DP will review storyboards and create a shot list of all set-ups to be captured in
       production, including lighting, composition and other aesthetic notes
• Create Story Animatic
       Using storyboards, Art Director will create a story animatic for video timing purposes
• Create Animation Pre-Vis
       Using the animatic, the Art Director will create a pre-visualization of the animation, including
       storyboards, sound effects and music
• Shoot CHOICES
       Director and DP will, in consultation with Art Director, shoot all live-action references on a
       green cyclorama
• Video Processing
       Art Director and additional rotoscoping support will prepare all live-action footage for animation
• Animation
       Art Director will animate video in sections, beginning with “light” scenes, continuing on to “dark”
       scenes and finishing up on “final” scenes, according to each aesthetic. The completion of each
       section will be followed up with team review, notes sessions and revisions.
• Preview Animation
       The three sections will be combined and the final animation will be reviewed for approval
• Sound Design
       Director in conjunction with Art Director will work with Sound Designer to create all audio
       elements (sound effects, music, etc.) for final animation
• Video Processing
       Art Director and additional compositing support will refine and polish animation for delivery
• Deliver Final Animation
       Art Director will combine all elements (video, sound design and music) into the final animation
       delivery


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comPRehensIVe lIst of anImatIon RefeRence lInKs

billboard animation
http://laundrymat.tv/karlifornia?Laundry=mhimcs54lofgimadqpl0vtl3e4


neighborhood ref…
http://www.brandnewschool.com/project.php?id=394                                                         130


character/ city ref…
http://www.wyldstallyons.com/work/theblizzards/


collage ref…
http://nextseason.net/index.php?/project/city-of-good/


character/ style ref…
http://www.dannyyount.com/movies/qt_rocknrolla.html


neighborhood ref…
http://buck.tv/work/oscillococcinum


style…
http://www.littlefluffyclouds.com/ -> “Today”


text…
http://www.bcactionpoet.org/hunger.html → “Hunger”


live action / animation…
http://www.busterdesign.tv/ → Main Titles → “Bravo: Tim Gunn Season 2”
http://vimeo.com/2295261


We like the visual style of a couple of pieces (seconds 7-9 and 14-19) of this one.
http://link.brightcove.com/services/player/bcpid1498021727?bctid=1626239467


We like the overall visual style of this, but I hesitate to include it as an example because The State
might be freaked-out by off-beat, provocative the lyrics. (We have no intention of doing anything like
that). If you also like the style and want to include it maybe we could ask them to watch it with
the volume turned low? You decide.




                                                table of contents
http://www.myfreewillpower.com/
We are including the reel we showed you at our last in-person mtg because it contains several cool
segments. Since the reel does not give timecode, I will describe the pieces we were drawn to: hand
drawn city and multi-eyed monster, moving landscape with moon in background, and colorful collage
with paint blotches and butterflies.


http://www.dretzka.net/video/summer_reel08/0612_summer08_reel_800Kbs.mov                                 131

lIVe actIon
We are showing this PSA as an example because it is music driven (no dialogue) and conveys the
learning points through lyrics and actions. Since it is on an all-flash site, you need to follow these
instructions to access it.
1) Go to http://www.2020london.com/
2) Skip Intro
3) Go to Case Studies > Government
3) Play Film
(It takes about 5 min to load)




                                              table of contents
cmI “choIces” concePt GuIde




                                                         132




desIGneR:      John Dretzka
PRoject:       CMI “Choices“ Video
descRIPtIon:   Neighborhood


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                                                           133




desIGneR:      John Dretzka
PRoject:       CMI “Choices“ Video
descRIPtIon:   Mixed Media/Billboard


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                                                         134




desIGneR:      John Dretzka
PRoject:       CMI “Choices“ Video
descRIPtIon:   Mixed Media 1


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                                                         135




desIGneR:      John Dretzka
PRoject:       CMI “Choices“ Video
descRIPtIon:   Mixed Media 2


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                                                         136




desIGneR:      John Dretzka
PRoject:       CMI “Choices“ Video
descRIPtIon:   Floating Graphics


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                                                         137




desIGneR:      John Dretzka
PRoject:       CMI “Choices“ Video
descRIPtIon:   Graphic World


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                                                                      138




desIGneR:      John Dretzka
PRoject:       CMI “Choices“ Video
descRIPtIon:   Graphic World/Illustration Style


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                                                         139




desIGneR:      John Dretzka
PRoject:       CMI “Choices“ Video
descRIPtIon:   Texture


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                                                         140




desIGneR:      John Dretzka
PRoject:       CMI “Choices“ Video
descRIPtIon:   Type Graphic


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                                                           141




desIGneR:      John Dretzka
PRoject:       CMI “Choices“ Video
descRIPtIon:   Character Ilustration


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                                                                  142




desIGneR:      John Dretzka
PRoject:       CMI “Choices“ Video
descRIPtIon:   Character Style Reference #1


                                              table of contents
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                                                                  143




desIGneR:      John Dretzka
PRoject:       CMI “Choices“ Video
descRIPtIon:   Character Style Reference #2


                                              table of contents
cmI desIGn fRame “choIces”




                                                              144




desIGneR:      John Dretzka
PRoject:       CMI “Choices“ Video
descRIPtIon:   Environment Smoking Room


                                          table of contents
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                                                                    145




desIGneR:      John Dretzka
PRoject:       CMI “Choices“ Video
descRIPtIon:   Environment Degraded Apartment


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                                                          146




desIGneR:      John Dretzka
PRoject:       CMI “Choices“ Video
descRIPtIon:   Environment Meth Lab


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music Video
summaRY of comPletIon

sPoKen WoRd aRtIst shoRtlIst

celebRItY InVolVement lIst




                   table of contents
musIc VIdeo – sPoKen WoRd

The Music Video will feature a spoken word artist and celebrity guest appearances. Performers ill
act against a simple background or “negative space,” and convey CMI messaging points in a hip,
creative way. Meaningful clips from both CHOICES and SISTERS will be integrated into the video.

InstRuctIons to comPlete                                                                              148


• Copy Writing
       Spoken Word Artist will write spoken word poetry to be performed in the Music Video
• Celebrity Involvement
       Director/Producer and Co-Producer will solicit celebrity involvement in the Music Video
• Music Video Shoot
       Director/Producer will direct the production of the Music Video
• Post Production
       Director/Producer will oversee the post-production of the Music Video, which will be spear
       headed by Editor in conjunction with the Assistant Editor, Sound Designer and Composer.
       The footage will be imported, cut, refined, treated and exported.
• Deliver Music Video
       Director/Producer will oversee the final delivery of the live-action video for web streaming
       and DVD distribution purposes




                                             table of contents
shoRtlIst of sPoKen WoRd aRtIsts foR musIc VIdeo

Rives
he’d be my next pick if not Steve or Sekou. I LOVE this guy... his poems are full of compassion
http://www.youtube.com/watch?v=ipfqKyxm5Hc


http://www.youtube.com/watch?v=hiZCw3I2Kro                                                        149



shihan
http://www.youtube.com/watch?v=LusRcLdvDgc&feature=related


bridget Grey
http://www.youtube.com/watch?v=jfOUbEVToOc


laura ‘Peace’ Kelly
need to find some video on her


and some more great clips on Steve and Sekou, if needed:


steve connell
http://www.youtube.com/watch?v=HVvnWZtAJss&feature=related

http://www.youtube.com/watch?v=cLHdSovhzcA&feature=related


Sekou Tha Misfit
http://www.youtube.com/watch?v=L5pWZRGk_Fs&feature=related


Sekou Tha Misfit and Steve Connell
http://vids.myspace.com/index.cfm?fuseaction=vids.individual&videoID=45662369


http://www.youtube.com/watch?v=Abghr2qvMxo&feature=PlayList&p=B79B1DD4539261DE&playnex
t=1&index=7




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musIc VIdeo celebRItY InVolVement lIst




                                                                                150




                                                Eyes of the World Media Group




                            table of contents
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Research
toPlIne RePoRt




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ReseaRch toPlIne

Reasons for use:
 Meth use was present in all of the communities tested, however there were discrepancies about the
       perceived availability among participants in the same cities. This shows that there are pockets
       of usage within the community.
 Those who seemed less tempted to use appeared to be active in school and have strong parental 152
       interaction and a stable home life. They also showed a strong commitment not to use.
 Those who were currently using or who seemed tempted to use appeared to have a less stable
       home life and parents who were not as involved in their lives. They expressed a need to fit in
       with others and said they would consider using if their friends began to use. They also felt that
       they could easily control their usage.
 For many of the respondents who had used (or were using), it appears that their usage began
       casually and built up before they even knew they had a problem.
 It also was clear that some might not even be aware that they are using because of the multiple
       substances that can be contained within pills and due to the various monikers for the drug.

messages and taglines:
The top messages are:
1. You can recover from meth addiction and you don’t have to do it alone. Reach out and ask for help.
   Former users understand your pain and fears and can help. Support is out there.
2. Take hold of your future. Realize your potential. You matter. Invest in yourself. Have faith in yourself
   and your potential.
3. Meth use will rob you of your choices and take all that away. Life is about choices. Don’t limit yours.
   Choose a life without meth.
4. Become the pretty you want to be. Do everything you can to stay in shape and look attractive. Meth
   damages your appearance; it rots your teeth and ruins your skin.

The top tag lines are:
1. Live Life Not Meth
2. Me Not Meth
3. Me Over Meth
4. You Not Meth

home Page:
Version C of the homepage was preferred my most of the respondents. This was the option with the
most surreal elements (i.e.: flower, light bulb and plug and socket). The respondents expressed that
these surreal elements were not “normal” and therefore interesting to them.




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 There was some confusion as to the meaning
      of the plug and socket. This could be replaced by another “random” element or the colored
      mural in Version B.
 None of the respondents said that they had seen anything like this before.
 There was some confusion about the gender of the person in the red pants as well as the meaning
      of the black and white images. Most of the respondents thought that the person in the red
      pants was choosing a life with meth.                                                            153
 For the navigation bar, it was clear what would be contained in the “your voice” and “about meth”
      sections, but there was some confusion about what would be housed in the “youth”, “parents”
      and “educators” sections.
 The “dark” area in the center of the pages should be more clearly identified as a place where people
      are using meth.

classroom Page:
 Respondents were split on their preference of a white board vs. a chalkboard, however there were
      a higher number that preferred the white board.
 There was some confusion about the way the desks are arranged and the absence of the teacher.
 Most of the respondents like the “dripping” feature to show what element of the navigation bar is
      highlighted, however there was some confusion about what the projector was and why it
      was there.




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