By Robert Goldrich
A man sitting in a hospital bed is hungry enough to eat the food on his tray. While it’s unusual enough to see someone voraciously consuming hospital food, that’s not oddity enough for this storyline.
A nurse walks by and we hear curtain rings moved, presumably those surrounding the other bed in the room. The nurse tells the unseen patient to remove his or her gown in that it’s time to be prepped for surgery, Next we hear the sound of an electric shaver.
All the while the camera is fixed on our initially hungry friend who has dropped his fork and pushed the tray away from him. He has understandably lost his appetite given the noises emanating from the next bed.
A voiceover informs us that one of the perks of Heart Hospital of New Mexico (HHNM) is that all rooms are private. Supered on screen are other HHNM benefits such as 24-hour visitation, less waiting for emergency treatment and personalized attention. The voiceover concludes, “For care the way it should be, come to us.”
“Unprivate Room” was one of four spots in this HHNM campaign directed by Ian Edelman and produced by 30 Second St. Productions, Albuquerque, for Esparza Advertising, Albuquerque. (Edelman has since linked with Green Dot Films, Santa Monica.)
The creative team at Esparza consisted of creative director Adam Greenhood, art director Kerri Kowal and copywriter Jeremy Spencer.
The DP was Damian Acevado. Editor was Clark Morris of 30 Second St.
The production budget for all four spots combined was $70,000.
SCHROM x Yacht Club and Be Electric Studios Launch Electric XR for Virtual Production
SCHROM x Yacht Club, a full-service live-action, tabletop, and postproduction company, has teamed with Be Electric Studios, a soundstage, equipment rental, and virtual production company, to launch Electric XR, a virtual production collective.
Industry veteran Thomas Rossano will lead the new venture, which provides advanced virtual production solutions across multiple facilities. He brings over 25 years of experience in live-action, tabletop, postproduction and talent curation to enhance Electric XR’s offerings as a resource for brands and agencies, as well as other production companies in need of virtual production solutions. Additionally Rossano continues to serve as EP at XR New York (XR-NY), a role he’s held since December 2022. SCHROM x Yacht Club originally established XR-NY to help provide XR services for third-party rentals. While XR-NY will continue to function independently for SCHROM X Yacht Club, it now operates under the Electric XR umbrella.
Rossano’s expertise spans producing live-action commercials, branded content, interactive and experiential content. In addition to leading Electric XR, he holds responsibilities at SCHROM x Yacht Club which include driving business development, collaborating with sales reps and expanding the company’s creative talent network. Rossano’s career includes serving as an exec producer at Hungry Man for about 11 years, right from that company’s inception. He then went on to become a partner at Station Film where he also had a lengthy tenure. Later he was a partner at PRISM. Then after the pandemic hit, he became a freelance EP for nearly two years, looking into opportunities in virtual production, which led him to XR NY and now Electric XR. Over the years, he has produced high-profile... Read More