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| R!OT Atlanta Mixes National Gold ADDY |
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By Elina Shatkin, June 11, 2004
R!OT Atlanta, in conjunction with Lewis Communications, Birmingham, received a national Gold ADDY from the American Advertising Federation (AAF) for the sound driven commercial for Prevent Child Abuse Georgia. The AAF advertising competition begins at the local level with 210 ad clubs awarding local ADDY’s. Winners at the local level then move up to district competition, with district winners then competing for coveted national Gold ADDY’s.
The audio driven spot generates its drama from a black screen that leaves the viewers imagination to visualize the very worst of a small boy being beaten without mercy by his father. At the end of the spot, white superimposed text begins to fade in over the child’s screams telling the viewer that “Just because you don’t see it, doesn’t mean it’s not happening. Prevent Child Abuse.”
By quickly bringing sound clearly into focus, the team created a unique perspective shifting effect that forces the viewer to become an unwilling witness
. Coming at the sound design from this angle fueled the creative and resulted in a multi-layered spot full of sound effects, Foley, environment and dialog.
To make the abuse sound all too real, Matt Melberg, Audio Engineer for R!OT Atlanta, decided to take a DAT recorder home to record himself being thrown into hollow doors, knocking chairs over onto hardwood floors and the dull thud of him falling backwards into walls. The next step was building believable interaction dialog between the child actor and his adult nemesis. Fortunately, the talent was prepared, and the 10-year-old actor ad-libbed much of the dialog as they acted out the struggle to get a genuine sense of fear and urgency “in the can.” The following day was spent doing the final EQ, blending the room’s ambience and adding more Foley.
Prevent Child Abuse Georgia (PCA Georgia) is a private, statewide, community-based nonprofit organization with the sole mission of preventing child abuse and neglect. Headquartered in Atlanta, PCA Georgia provides training and technical assistance for program development to more than 50 PCA Georgia-chartered councils throughout Georgia.
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