iKeepSafe "Know Where They Go" PSA
Dept. of Justice / iKeepSafe · The Social-First Era · ~2005 -- 2015
"In the digital world, kids can be anywhere. Know where they go."
This "Know Where They Go" TV spot was part of a PSA campaign for the Department of Justice and iKeepSafe, encouraging parents to spend more time with and monitor where their kids are "going" on the internet.
A mix of old and new school: precise camera movement and direction of more than a hundred physical elements, timed and placed into a 3D digital composite. We created a bar full of lascivious characters then turn it into the young boy's room in an instant, isolating every single actor and prop on green-screen then compositing the hero shots (the kid, then the dad and doorway) with digitally modeled backgrounds to create the raucous bar.
Took 2 days to shoot it all -- and about 3 weeks to post. PSA budgets are small, but sometimes afford a little more creativity than usual.
Uploaded on Nov 13, 2008, for Project Safe Childhood, iKeepSafe and Department of Justice
Big Fuel, then 360i, during the years social-first creative went from experiment to proven model. Oscar Mayer, Oreo, NOLA. Multiple Cannes Lions. The era that proved branded content could be culturally relevant, not just brand-safe.