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.
Gene Hackman Died Of Heart Disease; Hantavirus Claimed His Wife’s Life About One Week Prior
Actor Gene Hackman died of heart disease a full week after his wife died from hantavirus in their New Mexico hillside home, likely unaware that she was dead because he was in the advanced stages of Alzheimer's disease, authorities revealed Friday. Both deaths were ruled to be from natural causes, chief medical examiner Dr. Heather Jarrell said alongside state fire and health officials at a news conference. "Mr. Hackman showed evidence of advanced Alzheimer's disease," Jarrell said. "He was in a very poor state of health. He had significant heart disease, and I think ultimately that's what resulted in his death." Authorities didn't suspect foul play after the bodies of Hackman, 95, and Betsy Arakawa, 65, were discovered Feb 26. Immediate tests for carbon monoxide poisoning were negative. Investigators found that the last known communication and activity from Arakawa was Feb. 11 when she visited a pharmacy, pet store and grocery before returning to their gated neighborhood that afternoon, Santa Fe County Sheriff Adan Mendoza said Friday. Hackman's pacemaker last showed signs of activity a week later and that he had an abnormal heart rhythm Feb. 18, the day he likely died, Jarrell said. Although there was no reliable way to determine the date and time when both died, all signs point to their deaths coming a week apart, Jarrell said. "It's quite possible he was not aware she was deceased," Jarrell said. Dr. Michael Baden, a former New York City medical examiner, said he believes Hackman was severely impaired due to Alzheimer's disease and unable to deal with his wife's death in the last week of his life. "You are talking about very severe Alzheimer's disease that normal people would be in a nursing home or have a nurse, but she was taking care... Read More