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PDFA's "Rx Label"

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SHOOT Staff
Thursday, Jun. 29, 2006

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A camera moves over a bottle of pills. Typed before our eyes on the bottle's label is a prescription which reads, "Last year more than 2 million teens got high on�" After several different words to conclude the sentence ("ecstasy," "cocaine"), it is finally completed with the words "prescription medicine."

Credits

Agency: Grey | New York Lulu Adams, creative director/art director; Judi Dissin, producer Production Company: rhinofx Guy Atzmon, design director; Ofer Zimchi, digital still DP; Camille Geier, senior VP of production; Karen Bianca, senior producer; Rodrigo De Laparra, digital artist; Ronen Sharabani, Inferno artist; Rick Wagonheim, partner/managing director Music: Jeco Music Leigh Roberts, composer; Gus Reyes, executive producer

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