IFP L.A. Film Fest Taps Ground Zero

LOS ANGELES Ground Zero has been selected to create a pro bono campaign for the IFP Los Angeles Film Festival, the shop said.

The independent agency in Marina del Rey, Calif., was tapped after discussions with festival organizers. “Once we found out they were interested, we didn’t pursue any other agencies,” said festival director Richard Radden.

Last year’s campaign was created by Omnicom’s BBDO in Los Angeles and San Francisco.

“We met with [Ground Zero creative partner] Court Crandall and we loved what he had to say,” said Radden. “He has ties to the film industry, so I think it’s a natural fit.” Radden added that Ground Zero also showed a passion for the festival, which is now in its ninth year.

“I understand their world a bit,” said Crandall, who wrote the story upon which the film Old School was based. “Aside from a personal interest, I felt that being in the movie capital of the world, we ought to be able to do something for the festival that should get noticed.”

The upcoming festival will take place June 17-26, 2004. To tout the event, Ground Zero is expected to create TV and print advertising, as well as some radio and outdoor executions. The shop’s first work will break during the IFP Independent Spirit Awards on Feb. 28, 2004. The Beverly Hills, Calif., client will handle media placement.

The Los Angeles chapter of IFP, a not-for-profit service organization that provides resources, information and avenues of communication for independent filmmakers, industry professionals and indie film enthusiasts, stages the Los Angeles Film Festival.