A Common Thread‘s Brendan Williams has directed a new campaign for Rite Aid that presents beautifully-crafted portraits of seniors who are healthy and having fun. Three new spots, conceived by Marc USA, promote Rite Aid’s newly-launched Wellness 65+, a first-of-its-kind customer loyalty program for seniors.nn”Swimmer” opens on a remarkably fit, 67-year-old-man who is about to dive into a swimming pool. As the voice-over says, “Every now and then, you’ve got to ask yourself, ‘How did I get here?'” the man is seen having his blood pressure checked by a Rite Aid pharmacist. The other two spots, Water Fight and Scrambler, feature a woman engaged in a playful backyard water fight with her grandson, and a woman riding an amusement park ride with her granddaughter. Each includes a message about partnering with Rite Aid to stay healthy.nn
nnWilliams gave each spot the feel of a treasured memory through a unique in-camera effect that created the illusion of freezing time. The effect involved a custom rig that allowed a camera (in this instance a Phantom Miro shooting at a high frame rate) to travel 60 feet in one second. The end result is a smooth pull-back with time appearing to come to a halt. nn”It worked beautifully and the shots are very easy on the eye,” Williams notes. “It wasn’t possible to use the rig setup in each location but, we achieved the same effect by using sliders (mini dolly tracks), a wider lens and a rope and pulley system. A very strong grip ripped the camera back until it hit a cushioned stop zone. Worked a treat!’nn”I love adding something special to every job,” adds Williams. “It’s a privilege to invade people’s living rooms, so we must entertain them.”nnWilliams was careful to cast actors who looked healthy but weren’t overly hip. The performances he elicited from them are warm, sincere and believable. “My approach to working with actors involves a minimum of conversation,” he explains. “Some directors spend ten minutes talking to talent before a take; I try to do it in six words. I keep it simple and actors appreciate that. It works.”nnThe ads have been very well received and are spurring intense interest in the Wellness 65+ program. Williams, meanwhile, has already directed another spot for the brand targeted toward flu season. It’s been a busy period for the director, who has also recently completed new campaigns for a car line, an insurance company and a tourism bureau. “People tend to come back when they work with me,” Williams says. “I’m proud of that.”n nCreditsnTitles: Water Fight, Swimmer, ScramblernClient: Rite AidnAgency: Marc USA, PittsburghnProduction: A Common Thread. Brendan Williams, director; J.P. McMahon and Tristan Drew, executive producers.
J.P. McMahon Executive Producer/Partner A Common Thread 310.823.7300 Contact J.P. via email
Contact:Tristan Drew Executive Producer/Partner A Common Thread 310.823.7300 Contact Tristan via email
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More