Kevin Smith Reports Non-Violent News for Milwaukee PD

Backyard director Kevin Smith delivers benign local newscasts for the Milwaukee Police Department (MPD) in two new 30-second PSAs, “Non-Shooting” and “Non-Assault” out of Cramer-Krasselt, Milwaukee, WI.  The PSAs feature tongue-in-cheek newscasts about violence that never occurred to promote that there were 2,945 fewer crimes in Milwaukee last year; no laughing matter.  The “Be A Force” PSA campaign is also a recruiting tool aimed at future area police officers.

            Says Milwaukee Police Chief Edward A. Flynn, “We are sharing the message that in some jobs, success is measured by what doesn’t happen.  At the MPD, we had nearly 3,000 fewer victims of crime last year than the year before.  That’s success that we want to share on a grand scale.”

Credits:

Client: Milwaukee Police Department

Titles: “Non-Shooting,” “Non-Assault” 2 X :30

Production Company: Backyard, Venice, CA

Director: Kevin Smith

DP: Randy Arnold

Executive Producers: Blair Stribley, Peter Steinzeig

Line Producer: Peter Keenan

Co-Producers: Tim Fermino, Kelsi McIntyre, Cathy Chen

Agency: Cramer Krasselt, Milwaukee, WI

Exec Creative Director: Chris Jacobs
Creative Directors: Todd Stone, Michael Fazende

Art Director: Jim Root

Editorial Company: Backyard, Venice, CA

Editor: Justin Lee

VFX Company: Transistor Studios, New York

Executive Producer: Damon Meena                                               

Head of Production: Andrea Sertz Jew                                   

Associate Creative Director: Aaron Baumle                                               

Associate Art Director: Aaron Baker                                                           

Senior Art Director: Jamie Rockaway                                               

Associate Producer: Corrine Liebe                                               

Digital Assets Manager: Andrew Adair