A camera moves over a bottle of pills. Typed before our eyes on the label is a prescription which reads, “Last year more than 2 million teens got high on…”
The sentence is first completed by the typed word “ecstasy,” which is then replaced by “cocaine.” The spot cuts to quick shots of a couple of pills, as well as a Rx symbol.
Finally the sentence on the bottle is completed with the words “prescription medicine” as a voiceover advises, “When you talk to your kids about drugs, start with the ones in the medicine cabinet.”
“Rx Label” was created by design director Guy Atzmon of rhinofx, New York, for Grey, New York. The spot uses nothing but digital still imagery to convey a sense of motion and drama.
“Abuse is so often associated with cocaine, marijuana, heroin and so forth–drugs kids buy on the street,” said Atzmon. “This drives home the dangers of something in their parents’ medicine cabinet that might otherwise be considered safe but is becoming the drug of choice for many teens.”
As the storyboard called for use of a prescription medicine bottle, Atzmon was careful not to make that bottle look too appealing. “We didn’t want a hero product,” he explained. “The subject called for more extreme angles and close-ups, which we shot as a test.”
The agency and client gave rhinofx a green light, and–working with digital still DP Ofer Zimchi–Atzmon created the ad incorporating little touches that took both creative and practical issues into consideration. “Rather than shooting the bottle with a blank label and comping the text in, we shot different versions with the text already on,” related Atzmon. “By painting over the film type and replacing it, we got a lot of texture.”
Atzmon’s support crew at rhinofx included still shooter Zimchi, Inferno artist Ronen Sharabani, digital artist Rodrigo De Laparra, senior producer Karen Bianca, senior VP of production Camille Geier, and partner/managing director Rick Wagonheim.
The core Grey creative duo consisted of creative director/art director Lulu Adams and producer Judi Dissin.
Composer was Leigh Roberts of Jeco Music, New York. Gus Reyes executive produced for Jeco.
Alec Baldwin Urges Judge To Stand By Dismissal Of Involuntary Manslaughter Case In “Rust” Shooting
Alec Baldwin urged a New Mexico judge on Friday to stand by her decision to skuttle his trial and dismiss an involuntary manslaughter charge against the actor in the fatal shooting of a cinematographer on the set of a Western movie.
State District Court Judge Mary Marlowe Sommer dismissed the case against Baldwin halfway through a trial in July based on the withholding of evidence by police and prosecutors from the defense in the 2021 shooting of cinematographer Halyna Hutchins on the set of the film "Rust."
The charge against Baldwin was dismissed with prejudice, meaning it can't be revived once any appeals of the decision are exhausted.
Special prosecutor Kari Morrissey recently asked the judge to reconsider, arguing that there were insufficient facts and that Baldwin's due process rights had not been violated.
Baldwin, the lead actor and co-producer on "Rust," was pointing a gun at cinematographer Halyna Hutchins during a rehearsal when it went off, killing her and wounding director Joel Souza. Baldwin has said he pulled back the hammer — but not the trigger — and the revolver fired.
The case-ending evidence was ammunition that was brought into the sheriff's office in March by a man who said it could be related to Hutchins' killing. Prosecutors said they deemed the ammunition unrelated and unimportant, while Baldwin's lawyers alleged that they "buried" it and filed a successful motion to dismiss the case.
In her decision to dismiss the Baldwin case, Marlowe Sommer described "egregious discovery violations constituting misconduct" by law enforcement and prosecutors, as well as false testimony about physical evidence by a witness during the trial.
Defense counsel says that prosecutors tried to establish a link... Read More