By Randi Altman
How do you reach out to America’s youth and get them to vote in the mid-term elections? You call on some of today’s hottest musicians and actors to offer up a director plea — get out the vote.
Whitehouse Post editor Trish Fuller was called on to edit the Brody Baker-directed and 1985-produced Rock the Vote PSA from agency Starworks Group called Turn Out For What, which uses humor and quick cuts to grab young people’s attention.
The piece, shot on Red, starts off with rapper Lil Jon on the phone telling Whoopie Goldberg that he can’t talk because he is on his way to vote in the mid-term elections. The piece then transitions to a polling place where actress Sophia Bush is seen grabbing a ballot followed by Lil Jon, who finds actress Lena Dunham and her fitness trainer in a polling booth. Dunham cheerily states, “That’s how we do it in Hollywood, we vote with our trainers.” Lil Jon goes on to ask Dunham about the next season of her show Girls, wondering who ends up with who romantically. And that’s just the start of the fun. Watch the full PSA here:
Along with the humor and music, there is a frenetic montage meant to match the energy of Lil Jon’s Turn Down for What music video spliced with celebs, including Fred Armisten, dancing — sometimes in slo-mo — and declaring the reasons they showed up to the polls. Student loans, the legalization of marijuana, the environment, and gay rights are all causes featured as Fuller’s fast-paced, well-timed cuts pulse with an energetic call to action.
Editor Trish Fuller, who cuts on Avid Media Composer, says she was given about an hour and a half of footage, which was loaded in just one day.
But prior to getting the footage Fuller had a conversation with director Baker about the story structure. “The middle had to feel like a music video and we wanted it to be as fun as possible. Brody shot some over-cranked footage of the various actors and performers. He was really great about letting me have the freedom to play around with speed and how things played out.”
In general, Fuller said the PSA came together pretty quickly. “We played around with the end transition a bit, but the process went pretty smoothly.”
The PSA tackles a serious subject but in a fun and humorous way, and Fuller says that all happened pretty seamlessly. “Luckily, the song is upbeat and the footage is so funny to start with that it didn’t make my job too difficult. What’s not to love about Lil Jon?!”