Director Jorn Haagen of Assembly Films, NY, and agency Solve, Minneapolis, teamed on this trailer for a Medifast campaign featuring three people having conversations with themselves at two different points in their weight loss journey. Rather than just focus on the physical aspects of weight loss with before and after photos, this campaign brings together the “after” person with his or her “before” counterpart to uncover the deeper, more emotional, soulful impact of what slimming down and getting healthier means to an individual.
To master the technical challenges of having a person talk to him or herself at different times, Solve tapped into director Haagen. The individuals were initially shot in Los Angeles in January 2012 and then shot at the same location in September, after eight months on the Medifast program.
“It was a painstaking effort to match the scenes and dialogue to create a believable conversation,” said Hans Hansen, Solve creative director. “We were entering uncharted territory and were fortunate to have brave clients at Medifast, willing to take a totally fresh and honest approach.”
The new campaign is grounded in the “Become Yourself” tagline, which optimistically encourages people to achieve and maintain a healthy weight, open their lives and transform into their true selves. The campaign includes :30 and :60 TV spot, this website trailer, digital content, social and print components, and will run throughout 2013.
DGA Feature Nominees: Audiard, Baker, Berger, Corbet and Mangold
The field of feature nominees for the Directors Guild of America (DGA) Awards spanning two categories is set. Nominated for the DGA honor for Outstanding Directorial Achievement in Theatrical Feature Film for 2024 are: Jacques Audiard for Emilia Pérez, Sean Baker for Anora, Edward Berger for Conclave, Brady Corbet for The Brutalist, and James Mangold for A Complete Unknown.
The DGA also revealed the nominees for the Michael Apted Award for Outstanding Directorial Achievement in First-Time Theatrical Feature Film. The first-time narrative feature directors are: Payal Kapadia for All We Imagine as Light, Megan Park for My Old Ass, RaMell Ross for Nickel Boys, Halfdan Ullman Tondel for Armand, and Sean Wang for Diddy.
“2024 has been a truly extraordinary year for storytelling--and today’s nominees have created audacious and unique films that expand the possibilities of cinematic excellence,” said DGA president Lesli Linka Glatter. “I am thrilled to congratulate all our nominated directors for their brilliant work, which is visionary, inspirational and speaks to the depth of the human experience. To be chosen by one’s peers is the true marker of outstanding directorial achievement and what makes these nominations so very special.”
The winners will be announced at the 77th Annual DGA Awards on Saturday, February 8.
Here’s a fuller rundown of the nominees in both DGA Award categories:
THEATRICAL FEATURE FILM
Outstanding Directorial Achievement in Theatrical Feature Film for 2024 (in alphabetical order):
JACQUES AUDIARD
Emilia Pérez
(Netflix)
SEAN... Read More