Moxie Pictures, a bi-coastal commercial and music video production company, and Deutsch, Los Angeles, an advertising agency, might not be the most obvious pairing to produce a public service announcement. And yet the two firms are collaborating with editor Angus Wall on a new PSA called "I will" that will be released to commemorate the 10th anniversary of Sept. 11 this year.
Wall is the co-founder of the LA-based editorial house Rock Paper Scissors, and has worked on commercials for BMW, HP and Nike as well as many of David Fincher's features. Along with Kirk Baxter, he won an Oscar for his editing work on Fincher's The Social Network.
By chance, Hall ended up taking sitting on plane next to David Paine, the founder and president of MyGoodDeed, a nonprofit dedicated to to establishing Sept. 11 as a day of charity and community works. The organization's mission piqued Hall's interest, and he approached Deustch, who then brought Moxie into the mix.
Moxie brought in several of its most promising up-and-coming directors to travel the country and conduct short interviews of Americans' memories about the 2001 terrorist attacks and their commitments to honor the 10th anniversary through public works. Among the filmmakers working on the project is author and director Andrea Buchanan, as well as Dana Adam Shapiro, the Oscar-nominated director of the documentary Murderball as well as this year's Monogamy.