Academy of Art University Teams Up With the San Francisco Police Department to Make Exciting Commercials
Leave it to Academy of Art University’s Motion Pictures and Television students to capture the
exciting life of a San Francisco police officer. Students from Academy of Art University’s
School of Motion Pictures and Television collaborated with
the San Francisco Police Department to create television commercials for the SFPD’s recruiting
campaign.
The SFPD approached Academy of Art University to help them jumpstart an advertising campaign
to recruit for their police academy. The department wanted the commercials to portray the
uniqueness of the San Francisco force and highlight their personal interests while showcasing the
beautiful landscapes of San Francisco. Commercials were shot at Crissy Field, Golden Gate Park,
Potrero Hill, a boat on the San Francisco Bay and other locations all within three days.
“The overall concept was to show these ordinary people in everyday situations, but as the
spot progresses these ordinary people develop into police officers who in fact lead very
extraordinary lives,” said Matt Sumney, an Academy of Art University student who worked as a grip.
Students from instructor Rich Cascio’s Cine 1 class developed the concept for the
commercials. Academy film instructor Curran Engel served as Executive Producer while Cascio was
both the Director and Director of
Photography (D.P.),
while a few students from the Cine 1 class served Production Assistants (P.A.). For some, this was
their first professional shoot ever and a learning experience they will never forget.
“Once you do your first professional shoot, no matter what you do, it opens doors to other
things,” said Adam Kaufmann, who got another gig as a P.A. through people he met while working on
the commercials.
These students also had the unique opportunity to learn directly from experienced Academy of
Art University alumni. Charis Villagomez started as a P.A., but became the Assistant Producer as
the project developed.
“I learned a lot from the
Producer, Kacie Velie, who
was a former student at the Academy,” she said. “She was very helpful and taught me a lot of things
I wasn’t familiar with.”
Velie, who graduated last spring, thought the collaboration was an excellent way for the
Academy to work with the San Francisco community. She also enjoyed hearing the San Francisco police
officers’ ideas.
“It was very cool to work with the police department,” she said. “They were really helpful. I
think its great that they utilized student filmmakers.”
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