The PSA series, "Weapons of Mass Instruction," was directed by Bart Freundlich and features celebrities Matthew Broderick, Billy Crudup, Rosario Dawson, Jerry Ferrara, Jimmy Fallon, Allan Houston, Idina Menzel, S. Epatha Merkerson, and Miss Universe 2005, Natalie Glebova. Grammy award-winning recording artist India.Arie provided her song "Strength, Courage & Wisdom" from her album Acoustic Soul for the campaign.
The series follows Kismet’s work on the 2004 campaign, which was directed by Joel Schumacher. This year’s campaign launches on cable television in support of World AIDS Day, December 1, 2005. In each spot, celebrities discuss the weapons they use in the fight against HIV/AIDS: their mind, heart, and voice.
According to Kismet Films owner/producer Greg Pace, the studio spent three weeks in preproduction. The HD shoot took place over two days with talent loosely following a script. Imagery was shot in color, but was lit for the final delivery format of black & white. Manwaring then edited the first seven of the twenty :30 spots in just under a week. Sound mixing and color timing was also handled by Manwaring using Soundtrack Pro and Final Cut. Oliver Cary served as director of photography on the project.
A behind-the-scenes documentary about the campaign is also in the works, as are :15 and :60 edits of the numerous PSAs, some of which will be shown in theatres.