On Monday, June 17th, 2013, a treadmill was dismantled and painted chroma key green for the purposes of filming a national anti-bullying PSA called "The Eulogy of Ivy O'Conner" by New York Times best selling author Sophie Jordan.
Shervin Yousefian who directed the TV ad, producer and long-time business partner Danny Simonzad and executive producer David Dginguerian knew the importance of getting a celebrity attached to this important project. "Our goal is to reach all the teens frequenting sites like Youtube, Facebook and other twitter and we needed a recognizable face to make an impression and connect with our audience," said Youssefian.
With the help of casting director Sarah-May Levy, Youssefian and Simonzad approached
Joey King to do the project. "After being on mega-budget productions such as The Dark Knight Rises, Oz the Great and Powerful and the upcoming White House Down, we didn't expect a high level of interest," says Simonzad. Therefore, it came as a very nice surprise when Joey King accepted to join the production to increase awareness about the increasing bullying epidemic in schools and help children protect themselves and others.
Joey King to do the project. "After being on mega-budget productions such as The Dark Knight Rises, Oz the Great and Powerful and the upcoming White House Down, we didn't expect a high level of interest," says Simonzad. Therefore, it came as a very nice surprise when Joey King accepted to join the production to increase awareness about the increasing bullying epidemic in schools and help children protect themselves and others.
Spot On Media filmed the PSA on a green screen set with a black magic camera at a 2.5K resolution. The environment will be entirely recreated as a fictional world where trees move and follow the main character. A technique utilizing voice over and titles will be used which has never been done before. "It was this original idea that jumped off the page and caught my attention and I knew that the story by Sophie Jordan needed to be turned into visuals," explains Youssefian.
The green screen footage has now been turned to the CGI (Computer-generated imagery) artists to work their magic. Stay tuned to see "The Eulogy of Ivy O'Conner."
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