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.
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