Bi-Coastal Moxie Pictures and Deutsch, Los Angeles harness the collective talents of several prominent directors in collaboration with editor Angus Wall’s renowned post-house Rock Paper Scissors for the new :90/:60/:30 broadcast and online PSA “I Will” for the 9/11 Day of Service non-profit organization MyGoodDeed, Inc. out of Deutsch, Los Angeles.

The powerful PSA is compiled from hours of interviews with Americans from all walks of life and all ages. Woven together, they form a sweeping collage of remembrance and resolve, timed to coincide with the tenth anniversary of the September 11, 2001 terrorist attacks that claimed over 2,900 lives.

The unscripted conversations were shot in locations across the country by Moxie directors Andrea Buchanan, Pam Thomas, Henry Lu, Bob Purman and Dana Adam Shapiro. This was the first Moxie project for Oscar®-nominated filmmaker/screenwriter/novelist Shapiro, director of critically acclaimed features Monogamy and Murderball.

Recalls Shapiro, “I watched the towers fall from my roof in the West Village.  This project was a rare opportunity to channel those memories into something concrete and constructive, to look backward and forward at the same time.”

Adds Buchanan, “What I found particularly compelling about this project is that we can all make a difference in our community, our homes and our hearts, and by helping others, also heal ourselves.”

“I Will” is an outgrowth of MyGoodDeed’s mission to inspire millions of people annually to honor the victims, survivors and first responders, as well as recovery and military personnel, by dedicating the day of September 11th to voluntary works of charity, good deeds and compassion.  The organization was also a leader in the multi-year campaign to persuade Congress to declare September 11th a National Day of Service and Remembrance, which culminated in President Barack Obama’s 2009 amendment to the Patriot Day proclamation that officially and permanently dedicated the day to these virtues.

The origins of the “I Will” PSA were sparked by happenstance, when Wall, a legendary editor and title designer renowned for his work with directors such as David Fincher and Mike Mills, found himself seated on an airplane beside MyGoodDeed Founder and President, David Paine.  The conversation inspired Wall to join the effort.  Utilizing his extensive relationships in the entertainment and advertising communities, Wall approached Deutsch, the notable Los Angeles-based advertising agency, who, in turn, brought Moxie Pictures into the collaboration.

Once aboard, Moxie EP Lizze Schwartz assembled some of Moxie’s top talent to fit the bill for this intense project.

“This was an amazing opportunity for our directors to work on an inherently poignant project,” notes Schwartz.  “Being on location all over the country gave them an opportunity to talk to people of all walks and be part of this important remembrance.”

The “I Will” PSA opens on a montage of various Americans of all ages and ethnicities recalling where they were on 9/11/2001 and what they were doing, culminating in a man recounting listening to the radio as he drove to the grocery store and, “they said that a plane had crashed into the World Trade Center.”  We cut to a simple black-on-white title graphic that reads: “10 years later,” followed by, “how will you remember?”  Following this, an even more diverse assemblage of personalities, from blue collar workers to actor Samuel L. Jackson, declare how they will commemorate the day.  Their vows range from remembering colleagues who died that day, to volunteering for a literacy project, to calling three friends who have been out of touch, to a little girl promising to clean her room, to a man who promises to plant a tree at the September 11th Memorial.  A graphic with the words “I Will” appears, with the subhead, “Join the 9/11 Tribute Movement.”  It is followed by a series of shots of fellow citizens asking the viewer, “What will you do this September 11th?”

ABOUT MOXIE PICTURES

Launched in 1992, Moxie brings the distinctive sensibilities of feature film directors, and the unique vision of the industry’s top commercial directors to diverse media including commercials, feature films, television, web series, sponsored content, music and political media. The presence of iconic directors such as Errol Morris, Wes Anderson, Jared Hess and Todd Phillips join some of the top names in commercials, such as Martin Granger, Frank Todaro and Pam Thomas to form an unparalleled talent roster, garnering the industry’s top awards.  Moxie is also a partner in KillerMoxie Management, a partnership with Killer Films to represent and shepherd the careers of leading filmmakers, actors and recording artists such as Todd Haynes, Conor Oberst, Sean Lennon and Asia Argento.

ABOUT 9/11 DAY

The annual 9/11 Day Observance is a day when individuals, nonprofits, companies, schools and other groups around the world remember by doing, taking time to engage in charitable service in tribute of the victims of 9/11 and all those who rose in service in response to the attacks. MyGoodDeed.org and HandsOn Network, the volunteer activation division of Points of Light Institute, are leading an influential coalition of organizations that are working together to plan and implement the 9/11 Day Observance for the 10th anniversary of 9/11, with the goal of organizing the single largest day of charitable service in U.S. history.  Go to: 911day.org; Facebook.com/911day; Twitter.com/911day for more information.

Credits:

Agency: Deutsch LA
Chief Creative Officer: Mark Hunter
EVP/Group Creative Director: Michael Kadin
Integrated Creative Director: Davi Sing Liu
Senior Copywriter: Max Godsil
Senior Art Director: Jamie Levey
EVP/Director of Integrated Production: Vic Palumbo
SVP/Director of Broadcast Production: Victoria Guenier
Music Supervisor: Marisa Wasser
Associate Producer: Emma Johnson
CEO: Mike Sheldon
Director of Account Management: Kim Getty
Group Account Director: David Dreyer
Account Director: Adam Thomason
Account Supervisor: Christi Johnson
Account Executive: Jamie Friedman

Production Company: Moxie Pictures, Bicoastal

Washington D.C.:
Director: Andrea Buchanan
Producer: Salli Zilles
Cameramen: Ed Stephenson, Luca Fantini
Production Supervisor: Veronica Diaferia
Stills Photographer: Eli Turner

New York:
Director: Pam Thomas
Producers: Salli Zilles, Elena Helvorson
Cameraman: Ed Stephenson
Production Supervisor: Veronica Diaferia

Director: Henry Lu
Producer: Salli Zilles
Cameramen: Luca Fantini, Jamie Stuart
Production Supervisor: Veronica Diaferia
Stills Photographer: Kevin Ritchie

Wisconsin:
Director/Cameraman: Bob Purman
Production Supervisor: Yannique Purman
AC: Michael Kubaszak

Pennsylvania:
Director: Henry Lu
Producer: Salli Zilles
Cameraman: Luca Fantini
Production Supervisor: Veronica Diaferia
Stills Photographer: Christina Feramo

Los Angeles
Director: Dana Shapiro
Producer: Salli Zilles
Cameraman: Steve Harnell
Production Supervisor: Air Schneiderman
Stills Photographer: Huey Tran

Editorial: Rock Paper Scissors, LA
Editor: Grant Surmi
Assistant Editor: Austyn Daines
Exec. Producer/Owner: Linda Carlson
Exec. Producer: Eve Kornblum
Producer: Justin Kumpata

Post: A52
Colorist/2D Artist: Paul Yacono
2D Artist: Scott Johnson
Executive Producer: Jennifer Sofio Hall
Head of Production: Megan Meloth
Associate Producer: Jamie McBriety

Music Tracks Licensed: “Big Ship” Brian Eno, “Straumnes” by Sigur Ros

Audio Post: LIME Studios
Mixer: Joel Waters
Assistant Mixer: Brian Peyton
Producer: Jessica Locke
Audio Post: ELEVEN Sounds
Mixer: Scott Burns
Executive Producer: DJ Fox-Engstrom
Scheduler: Caroline O’Sullivan