This :30 is aptly titled not only because of its relevance to the services offered by the advertiser—the Rubin Institute For Advanced Orthopedics at Sinai Hospital, Baltimore—but because of the creative technique employed to convey the desired message.
Baltimore ad agency Carton Donofrio Partners selected animation director Aleksandra Korejwo of Acme Filmworks, Hollywood, for the assignment. Her brand of animation is achieved by using colored salts that she manipulates with a condor feather. Each frame of animation art she creates is rendered and shot under a top-lit Oxberry camera.
In "Every Move You Make," a human skeleton made of salt appears and then disappears into a wave of colored salts. A sifting universe of salts reveals skeletons in blues, purples and bone white—walking, bending and making gymnastic- or dance-like moves.
A soothing female voice relates that there are 206 bones in the human body and that the Rubin Institute is "the next step in the science of keeping you in motion." The narrator cites "a cast of the best and brightest—world-renowned specialists in joint preservation and replacement, pediatric orthopedics, who choreograph everything from diagnosis to recovery."
The waves of salt yield a woman’s feet wearing bright yellow high-heeled shoes, underscoring the recovery aspect. Against a backdrop of shimmering colored salts, the human skeletal forms emerge and then dissolve away. The voiceover continues, "Advanced orthopedics at Sinai. It’s a great leap forward."
The salts form a multi-hued rainbow and the Rubin Institute logo appears, concluding the spot.
The Carton Donofrio creative team consisted of creative director Margie Weeks, copywriter Ken Majka and producer Judy Wittenberg.
The Acme Filmworks contingent included supporting director/animator Korejwo, executive producer Ron Diamond, head of production/senior producer Peter Barg, technical assistant Scott Ingalls, associate producer Holly Stone, production coordinator Rosa Grossman, offline editor/ post supervisor George Khair and digital matte/compositing artist Michael O’Donnell.
Steve Porter and Mark Sherman of Encore Hollywood served as colorist and online editor, respectively. Patrick Motta of Hollywood Digital, Hollywood, did the digital transfer layoff to tape. Audio mixer was Peter Holcomb of Sound Lounge, New York.
