With the growing number of :10 and :15 second spots...that make :30s feel like short movies...imagine our surprise when some recent assignments turned up as :60s.  In one case the plan was to make a :60.  In a couple of others that started as :30s, we ended up with so much rich content, a :60 was not a hard sell to the client.   The expanded canvas a :60 offers allows for relaxed pacing and fulfilling story-telling and the results are ads that are effective and memorable. 

"Biggest Saver" Super Bowl Ad Wins Big

   One of the most popular reality shows recent has been "The Biggest Loser."  Inspired by its success, Martin's  Super Markets created an ad called "The Biggest Saver."  The :60 commercial parodies the highly rated TV show using 3 teams competing against each to find value and low prices at competing grocery stores.  They employ double-coupons, shopping at big box stores, and shopping at Martin's.  The assignment was to make this look like the TV show so we shot with three cameras to replicate camera coverage used in a TV show and configured the cameras to deliver the look of "live" reality TV.  The three cameras would change angles every set up, giving the illusion of even more cameras, offering editor John Scofield (Scofield Editorial) enough variety in angles to create the fast cutting these shows use as their "signature look."  A high-drama music post-score punctuated the cutting, a James Beaver and Rachel Murphy designed a set that delivered the "chintzy" look the clients wanted, and contestants wore custom T-shirts sporting the "Biggest Saver" logo.  A combine talent list from Indianapolis (Helen Wells) and Chicago delivered on the energy and "eye-rolling" moments with a eye-popping hostess typical for these types of TV shows.  Rick Thompson co-directed with director/DP Michael Bowie (San Antonio, TX) on principal cameras while Jon Gerard and Pat Stevens (Indianapolis) teamed up to pick off some terrific jib shots.   Scott Davis led the lighting crew to develop a "spot-on" look that mirrored the look of those national TV studio shows.  The crew from Martin's commented, "The shoot was great, so was editing and everything you guys did. Jeff (Gerson, Sound Thinking), your music is dead-on perfect. It still makes me laugh when I watch it."  The spot ran during the Super Bowl and received many kudos from customers. (Watch Biggest Saver spot)

"EDDIE'S STORY"

Searching for someone that could visually communicate the emotional story of one man's fight for his slimmer self, NDP, Richmond, VA chose Richmarc to help tell "Eddie's" challenge.  Eddie lost nearly 250 pounds with Bariatric Surgery at St. Francis including a total revamp of his lifestyle.  The first shoot day consisted of Eddie detailing his emotional journey and his first-hand experience with St. Francis.  Day 2 was loaded with action shots of his active life today, from cycling across Indiana and participating in the Hilly Hundred to illustrating his first love, a prospering landscaping company which he was able to reclaim after his weight loss success.  Our creative partner from San Antonio, Michael Bowie, Director/DP, (5point6 studios, Inc.) shared his vision and direction and teamed with Claire Libbing to lead this collaborative effort.   We caught a break on weather too...a perfect "blue bird" day!   Tom Pielemeier piloted his jib capturing both cycling shots and beautiful landscaping images.  Camera car angles caught Eddie cycling through the woods and a gorgeous residential location depicted Eddie, back at work at his landscaping job.  Eddie's story was an inspiration to everyone on the crew.  Allison Douglass, on craft service shared some of her healthy recipes with Eddie, including her delicious and healthy soups and salads which were part of her signature craft service on this project. Thanks Allison for doling out your top secret recipes. 

"I was hesitant to work with a production crew I was not familiar with on my first project with a new client, but I am so glad I took a leap of faith. Starting with our initial planning calls all the way through the shoot, the team at Richmarc did a great job making me and my client feel at ease. I would definitely recommend them and look forward to future projects," stated Whitney Pratt, CD, ND&P.  Pictured are (L to R) Robbie Schneider, [St. Francis Hospital], Eddie Miller, Whitney Pratt  and Michael Bowie.

 "DeKalb Memorial"

A collaborative effort between Tom Aschauer, CD, Hirons & Company and Richmarc produced a sucessful :60 for DeKalb Memorial Hospital.  Conceptual development was moving slowly but it was clear exteriors and lifestyle scenes were going to be critical to the storyline of this project.  With Fall rapidly coming to an end and the leaves about gone from their trees, we were running out of time. 

Tom and Rick discussed the practicality of moving ahead with location and lifestyle photography before the project was green lighted.   "It was the only way to ensure we'd have the footage necessary for the commercial to be successful.  (In hindsight,) Had we waited to shoot the exteriors until principal photography was booked, we'd have been shooting those exteriors in mid December and snow was on the ground.  As it happened, we caught Auburn and the surrounding area on a gorgeous Indiana Fall day, rich with fall colors, people enjoying a farmer's market on the square, harvesting crops and much more."   In December the remainder of the photography was booked that included reality shooting inside the hospital of procedures, doctors interacting with patients, interviews with the medical staff, facilities and technology.  This spot began as a :30 but the amount of terrific content and images convinced Tom and his crew at Hirons to pitch the client on making a :60.  Yes was the response and DeKalb Memorial Hospital aired their brand new :60 during one of the Colts NFL playoffs.

"Carondelet Neuro"

Publicis Indianapolis,  Creative Directors, Sara O'Neill and Karen Chakiry teamed with Richmarc to shoot for Carondelet Neurological Institute in Tuscon, AZ.  This shoot entailed shooting interviews with Doctors and staff in various areas of the hospital; ER, Oncology, Neuro, labs and patient rooms; shooting patient and staff interaction, facilities and technology...and we had two days to do it. "We were prepared to be fast and mobile, making sure not to interrupt the flow of work in each department," commented Rick.  "I love working with Sara, she knows what she wants and is fast on her feet.  We kept the crew very small and moved liked lightning to get Sara all the footage she needed including a number of interviews, patient interaction, doctors and technology...this is satisfying work for us; especially given the tight schedule and budget which added to the challenge for all of us.  In the end, Sara and John (Scofield) carved together a very nice ad for the good folks in Tuscon."