Film Strategy

Taxi Driver | Martin Scorcese | 1976 | USA | Format: 35mm | 113 min

"The most important thing that I think the director does is choose his material .  That's the single most important thing you do.  In other words, how are you going to spend your time for the next whatever it is?  In my case, on The Exorcist, it was 2 years, which is excessive.  But generally, on a feature film these days, it's anywhere from 6 months to a year. So number one, it's what are you going to do? What do you want to do? That's the most important decision. " -- William Friedkin

¡Libérate! (Free yourself) is a "call to action" social marketing campaign using film and fashion and urging the community at large to let go of the heavy burdens that accompany homophobia.  Juntos Construyendo, a subset of the Latino Commission on AIDS, funded the production of the PSA.  Hector L. Torres III, my co-producer on the PSA, wanted to do something different from the typical PSA that bores its audience.  We came up with a simple but artistic idea for a PSA that treats homophobia as an affliction that affects the homophobic as much as the homosexual.  Hence, the need for both the homophobe and the homosexual to liberate themselves so that all people in the community can heal and grow.  Here's a teaser: The main production strategy was to shoot something artistic and ambiguous unlike your typical PSA.  To do so, our creative concept had to overcome a tiny budget, a small cast and crew and a short amount of time. Elements of the Strategy KNO