Project description:
In September of 2016, North & Northeast Minneapolis gathered on the banks of the Mississippi River for an evening of lights, projection and music by the band Poliça. The “Danger Lead Air” event told the story of recently documented lead air pollution being emitted from a metal shredding plant, directly across the river from where the event was held. Manufacture was proud to be a part of this amazing evening.
Manufacture, in collaboration with creative director Phil Harder, worked with concerned citizens and neighborhood organizations to come up with a concise concept for the event, the goal being to both educate the public about the issue, as well as to highlight the company behind the problem. Leading up to the event, we created buzz via social media, press releases and “Danger Lead Air” lawn signs placed in and around nearby neighborhoods.
With the Minneapolis skyline in the distance, the evening began with Channy Leaneagh from the band Poliça leading a peaceful march across the newly redesigned Lowry Bridge. Meanwhile, Poliça’s drummers started the show below, floating and playing atop a specially designed houseboat later to dock on shore, becoming the event’s main stage with the setting sun and ominous shredder building serving as the backdrop.
As darkness fell and the band played amongst stage lighting and projections, Manufacture ignited projected “graffiti” including, pollution data, images and films, 700 feet across the Mississippi River onto the five story shredder building. The problem became our screen, literally shining a light on the issue itself.
Before, during and after the event, we helped to reiterate the dangers of lead pollution and to highlight the problem beyond Minneapolis, connecting specifically with the recent disasters in both Chicago and Flint. Several neighborhood ward representatives were in attendance, as well as a projected video of support from U.S. Congressman Keith Ellison, helping to elevate the momentum of this important issue.
In addition to an array of sound, light and projection technologies, Manufacture used a variety of social media properties to spread the word before, capture and share during and after the event, with #dangerleadair tying the conversation together. Utilizing Polica's world-wide fan base and leveraging the building of a documented polluter, we helped send a message well beyond North Minneapolis, that environmental justice is an issue worth fighting for.
Project highlights:
- Performance (Polica)
- March (Lowry Bridge)
- Projections
- 40,000 lumen projected 700 feet across the Mississippi River, using the polluting factory as the screen
- 20,000 lumen projections on the band
- Projection mixing
- Live sound
- Social media outreach: before/during/after
- Sound recording
- Video capture
- Drone capture
- 360 video capture (march, float and performance)
- Still photography
- Art installation / "Information Cinema”
Awards:
Manufacture won a Gold and Judges' Choice ADDY at Ad Fed's District 8 Awards and Gold for Best Event at Ad Fed's 2017 THE SHOW for the “Poliça / Danger Lead Air” event.
Project: Poliça / Danger Lead Air
Execution: A live environmental experience featuring sound, light and projections
Project role: Creative, technical strategy, ideation and execution
Creative direction: Manufacture / Phil Harder
Lighting design: Paul "Arlo" Guthrie
Visual design: Joseph Belk
Sound: Tom Herbers
Agency: Manufacture
Many thanks to the volunteers and partners that donated their time and equipment, including:
Cinequipt, Damron Production Services, Creation Audio and Carma Coffee.
UPDATE: “North Minneapolis metal shredder admits it altered pollution readings; must shut down facility by 6 p.m. Monday” (Star Tribune, September 23, 2019)
Banner photo (above): Ashley Camper
