Minimal’s Cohen directs PSA about not touching your face

(Comedic PSA in serious times)

Chicago-based Minimal director Josh Cohen has created a new comedic PSA about a topic with which we’ve recently become all too familiar: not touching our faces is HARD.

Called, ‘How Not to Touch Your Face in Contagious Times,” Cohen filmed the piece just before initial restriction measures were put into place in NYC, with a bare-bones crew of two (DP and prop master) who maintained correct socialdistancing throughout the project.

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Shelter in place instructions soon followed, so all post for the project was done on a remote basis. Everything to make the film was kept as minimal as possible.

How Not To Touch Your Face In Contagious Times. (Clean Version) from Josh Cohen on Vimeo.

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Director Josh Cohen

Cohen told Reel Chicago, “Experts were talking about how touching your face is the main way of transmission, and then I realized how often I touched my own face. I started thinking about classical conditioning and other ways to alter behavior, and then some other, less practical solutions came to mind. At the moment I feel powerless with how I can help in this dire global event. We all have to contribute what we can, and as a storyteller, I hope to bring a bit of levity to the situation.”

Minimal is repped in the Midwest by Sarah Gitersonke and Perry Tongate in the Southwest.

SOURCE: Minimal

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