Bully Pictures‘ Michael Shapiro has directed a new campaign for UnitedHealthcare and A. Eicoff & Company designed to appeal to a demographic often overlooked in ads: seniors. The two new spots, “Clocks” and “Maps” take a direct and honest approach in describing insurance plans available to the insurance plan’s members.nn”While so many things on TV are aimed at younger audiences, we tried to turn back the clock and talk directly to older people,” he notes. “We used no distracting locations, no unnecessary camera movement, no unnecessary lighting. We focused on the talent, whom we chose because he is trustworthy and believable. In the first few seconds, viewers recognize that this is something of interest to them and they stay with it.”nn”We wanted people to recognize themselves in these spots; we didn’t do anything cool, fancy or hip just for the sake of it,” Shapiro adds. “It was all about being a good filmmaker.”nn
nnCreditsnSpot: “Maps” and “Clocks”nClient: UnitedHealthcarenAd Agency: A. Eicoff & CompanynProduction: Bully Pictures, Los Angeles.nMichael Shapiro, director; Jason Forest, executive producer; Jeff Tannebring, producer.nnAbout Bully PicturesnBully Pictures was formed in 2004 by Executive Producer Jason Forest as a full-service TV commercial, internet viral, short film, and international production service company. The company represents directors Fredrik Callinggard, Gaute Hesthagen, Daniel Kaufman, Christian Lyngbye, Franco Marinelli, Jeroen Mol, Michael Shapiro and Craig Tanimoto. For more information, write info@bullypictures.comnnJason Forest Bully Pictures 310.745.1635 Contact Jason via email
Contact:Media: Linda Rosner ArtisansPR 310.837.6008 Contact Linda via email
The Light and BIEN Form Creative & Strategic Alliance
Production company The Light and motion design studio BIEN have forged a strategic alliance that nurtures inclusivity and sustainability throughout the life cycle of every project.
The Light Founder/CEO Becky Morrison and BIEN Co-Founder Ricardo Roberts were first introduced by a mutual client who recognized their parallel ethos. Both Morrison and Roberts are advocates for industry change, and have built successful companies that demonstrate the benefits of human-centered and sustainable production in live action and motion design, respectively.
“I admire the thoughtfulness, specificity, and artistry with which BIEN produces animation and design and their attention to representing the full spectrum of humanity,” notes Morrison. “Their work behind the scenes to foster a diverse creative community is equally impressive. It feels like the perfect moment to partner with another mission-driven company who cares so deeply about creative excellence and social change.”
“I immediately hit it off with Becky and love that she has so many ideas that are tactical, scalable and make a powerful difference,” adds Roberts. “She challenges the status quo while producing beautiful, world-class content. With this partnership, we can better serve our clients and carry our mission forward together.”
The Light is a production company guided by the principle that an emotionally healthy environment is paramount for creativity and high performance. From its inception in 2014, The Light has centered under-represented talent, with equity and sustainability as key pillars to delivering creative projects for... Read More