DAFUQ? is a satirical mockumentary series following three smug and earnest young reporters, as they investigate contemporary issues not covered by the mainstream media.
Produced by Mad Kids, the 6-part series plays humorously on the “gritty, edgy and relevant” online side of journalism.
Although DAFUQ? is a fictional news organisation, did you draw on characteristics of real news organisations or media personalities when creating the series?
Yes. The main inspiration for the show was VICE, and other youth media organisations like Vox. Local shows like Hungry Beast and The Feed also ticked the box for us in terms of inspiration.
What is your favourite thing about making web series?
The creative freedom is a really awesome thing that can be taken for granted. We’ve done a couple of things for TV and it can be more difficult to retain creative autonomy.
Are there any web series, other than your own that inspire you?
I’m inspired by Redlettermedia’s Half in the Bag? and Tim Heidecker’s On Cinema At the Cinema. We also love Aunty Donna’s digital shorts.
What’s your background as a content creator? And how did you approach this project differently to previous projects?
We started out creating zero budget digital shorts including one called Henry & Aaron’s Perfectly Adequate Christmas Special, which resulted in us winning the inaugural Movie Extra Webfest. We won $50,000 to produce a 7-part web series called Henry & Aaron’s 7 Steps to Superstardom. Our approach has always been incredibly ambitious so the only real difference in our approach for DAFUQ? was being able pay our cast and crew properly.
What was the most difficult challenge you had to overcome in production, and how did you go about it?
The most challenging thing was trying to make Perth look like all the different locations the reporters globetrotted to in the series. It was hard and stressful at times, but we had a very good production design team who discovered lots of unique locations and even managed to turn Fremantle into Syria and Egypt.
How many people worked on this project?
Our crew was around 15 – 20 people each day plus a lot of volunteers helping out. We also had 45 speaking roles, which is crazy.
How do you finance your series?
Our first ever funded series was Henry & Aaron’s 7 Steps to Superstardom in 2011, and since then all of our projects have been financed by ScreenWest, the ABC and Screen Australia. We were very fortunate that the ABC loved the DAFUQ? concept.
When are you completely satisfied with your work?
Hmm, that’s a toughie. I think I feel completely satisfied when I know something has connected with an audience. There are varying levels of satisfaction leading up to that point. I’ve felt very satisfied with the viral videos we’ve had success with, because it makes me very happy when a random person on the internet can perfectly articulate why the video worked for them. It’s very satisfying.
Is there a magic formula for a successful web series?
Yes. You must secure the Wizard’s key in the Fire Dungeon, then travel to Isenguard. There will be a boy sitting at the steps of the Great Hall. Talk to him. He will direct you to the Sorcerer’s Manor. When you get there, enter through the side passage, when you reach the Dragon Keep, a potion will be hidden under the third lantern. This is the magic formula for a successful web series.
In what ways do you utilise social media to further your brand?
Well, social media is the primary distribution method. We usually just spam all of our friends to begin with and then every now and then, one of our videos will go gangbusters on its own. In 2014, a faux PSA called Set Yourself Free, achieved 20 million hits in only a few days. We try to engage with our audience weekly and keep them up to date with what Mad Kids is up to. Our main platforms are Facebook and YouTube, we still haven’t completely embraced Twitter and Instagram.
DAFUQ on web:
Watch DAFUQ?
Mad Kids Website
Mad Kids on Facebook
Mad Kids on Twitter