Time Studios, the production arm of Time Inc., and acclaimed director Geoffrey O’Connor, have developed and delivered the first documentary film short to The Responsibility Project. The new six-minute documentary entitled Growing Up, is currently available on The Responsibility Project’s online community, which is a user-friendly Web site that delivers unique content tied to the central theme of personal responsibility. The development of the documentary is part of a larger marketing partnership Liberty Mutual has developed with Time, including an ad campaign for the ResponsibilityProject.com currently running across the Time network of sites.
The documentary challenges the phrase kids will be kids, which is so often associated with immaturity and irresponsibility. Four young people, ages 6, 12, 18 and 20, share their views and response to calls for personal responsibility – as it relates to their families, their peers and in their community. Through these examples, the film short demonstrates that kids of all ages understand the meaning of personal responsibility and although young in age, can make a positive difference.
Time Studios was inspired to make a documentary short about personal responsibility as a result of an internal discussion on how important it is to celebrate kids who show an exemplary attitude toward their own personal responsibilities. The four children featured in the film: Carlos, Chase, Siearra and Jenna, all live in the New York area, and were selected as film subjects after the producers reached out to teachers, parents, friends and family in the community.
“We wanted to challenge the notion of kids will be kids,” said Geoffrey O’Connor, the doc’s director. “What we found through this process are four examples of outstanding young people who are showcasing the values so often associated with personal responsibility.”
Time Studios President Paul Speaker adds, “Additionally, this was the first project we’ve worked on with Hill Holliday, Liberty Mutual’s agency of record, and it proved to be a wonderful opportunity to illustrate this new division of Time Inc. which has the bandwidth and expertise to fulfill clients’ desires in all forms of moving images whether film, television or Web video. We very much value the relationship and are already in discussions to continue to do similar work for not only Liberty Mutual but also other Hill Holliday clients.”
Growing Up was directed by Academy Award nominee, Geoffrey O’Connor. The acclaimed writer, director and cinematographer’s credits include award-winning collaborations with Michael Moore, CBS News, and the BBC’s Documentary Features Unit. In 2003, O’Connor wrote and directed a comedic film Four Simple Rules, which was nominated for Best Short at the 2004 Deauville Film Festival. He is currently shooting a documentary feature for Sony Pictures Classic in Russia entitled “Exporting Raymond.”
Time Studios is a dedicated in-house digital studio that produces a variety of projects for Time’s titles across multiple platforms, including online, television, mobile and VOD.
The Responsibility Project is an organic evolution of the company’s ad campaign that showcased personal acts of responsibility and daily examples of ordinary people making the decision to do considerate things for strangers. These ads featured the tagline, “Responsibility. What’s your policy?” Through The Responsibility Project, Liberty Mutual is using entertaining content, including independently produced short films, online content and a partnership with NBC Universal to deliver television programming, as catalysts for examining the decisions that confront people trying to “do the right thing.” Individuals can participate in online conversation about personal responsibility and watch and discuss live-action and animated short films at The Responsibility Project Web site and online community at www.ResponsibilityProject.com.