These liver spots aren’t unsightly. In fact, they’re very much worth watching and are quite entertaining.
To coincide with Hepatitis Awareness month which was in May, New York agency filter created a humorous campaign for the American Liver Foundation (ALF) in order to help raise awareness of liver disease. Our “Best Work” pick is “Couch” in which a man and a woman are seated on a sofa for what’s shaping up as a romantic interlude. However, the mood is broken when the lass spies something over her partner’s shoulder. “What’s that?” she asks.
The guy’s response is that it’s just his liver. The camera then reveals the offbeat sight of a scowling liver. (Actually it’s a man dressed in a liver costume designed by Martin Izquierdo of Izquierdo Studios, New York.)
Suddenly the lights go out–but not to further the original romantic intent. While shrouded in darkness, the liver attacks its owner. When the lights come back on, we see the guy has been knocked unconscious by his liver who is wielding what looks like a broken lamp. The tagline: “It’s dangerous to ignore your liver,” flashes on the screen, followed by the ALF logo and Web site address (www.liverfoundation.org).
The second spot in the campaign, “Poker,” is similarly themed. Some guys are playing poker. The kibitzer in the back turns out to be the liver character who is ignored by its owner Steve. Suddenly Steve is face down on the poker table, with three darts stuck in the back of his head. Indeed one had better not scorn his liver.
Both PSAs were directed by the Good Guys team (a.k.a. Brian Jackson and Nathan Crooker) via Tangerine Films, New York. The creative ensemble at Filter included executive creative director/art director Chris Brignola, and executive creative director/copywriter Jay Sharfstein.
Sal Del Giudice executive produced for Tangerine, with Elana Wertkin serving as producer. The DP was Derek McKane.
Editor was Yvette Choy of MacKenzie Cutler, New York. Colorist was Damien Van Der Cruyssen of The Mill, New York. Audio mixer was Cory Melious of Sound Lounge, New York.
Sound designer was Marc Healy of MacKenzie Culter. Composers were Andrew Feltenstein and John Nau of Beacon Street Studios, Venice, Calif.
Directors Amy+Pilar and Jose Antonio Prat Join Reform School
Boutique content production company Reform has added comedy directing duo Amy+Pilar (Amy York Rubin and Pilar Boehm) and award-winning multicultural director Jose Antonio Prat to its roster for U.S. representation spanning commercials and branded entertainment.
Partners in both life and art, Amy+Pilar are know for their sharp wit and comedic timing. Their synchronicity is evident in a body of work across TV, film and commercials. Prior to joining Reform School, Amy+Pilar had been repped in the ad market by production company Knucklehead.
Amy has directed high-profile comedy sketches featuring stars like Amy Schumer, Kate McKinnon, and Sarah Silverman. On the episodic front, Amy has helmed for series such as Fresh Off the Boat, Casual, Superstore and Angie Tribeca--as well as the pilot for the hit Netflix comedy Dead to Me.
Before joining forces with Amy behind the camera, Pilar was a psychotherapist, a background that informs her ability to create fascinating characters and stage irresistible, nuanced performances. Amy and Pilar’s shared passion for comedy brought them together. Their collaboration began with a Synchrony Bank campaign, starring cult-comedy favorite Maribeth Monroe (Workaholics), and they went on to direct the pilot of the Hulu series Love, Victor. Amy+Pilar’s ad fare also includes spots for Uber’s “Go-Get” campaign and “Shift,” starring Martin Starr.
“We have been fans of Amy and Pilar for a long time,” said Ryan Ennis, executive director at Reform School. “They excel at capturing comedic performances and dialogue. Coming from the TV and L.A. comedy scenes, they’ve built a strong following and collaborated with some of our favorite funny people.... Read More