I was initially asked to conduct 6 interviews of customers who had benefited from Wells Fargo’s more tolerant approach to mortgage relief. I decided that these spots would benefit from some metaphorical images that conveyed the visceral nature of ‘home,’ rather than merely rely on a talking head. This is Barbara’s story.
Timed to celebrate Veterans day, Chase launched a major program aimed at facilitating 100,000 jobs across the US to returning Veterans. This commercial featured the lives of 3 people whose military careers had ended and, until employed by Chase, had only known the strains of returning to civilian life. I needed to convey the many benefits to any Corporation that these trained military personnel embodied.
I was asked to create 3 patient films aimed at those suffering from COPD. These profiles were intended to help those who were looking for relief from their condition. Each person talked to the limitations of their existence before they used this medication and how they have now become more physically engaged in their lives since they have taken Spiriva. I also encouraged each patient to remind us about the life-giving properties of air without which life is not possible and which we take for granted.
Opioid addiction has upended enormous numbers of lives but the makers of Suboxone wanted to provide some stories of patients who had beaten their addiction and emerged the other side. I used 5 cameras for these very emotional interviews and supplemented these with metaphorical images that were a mixture of bleak and optimistic. I wanted a contrast between a monochromatic studio setting and the richer imagery of a full life. This is Mark’s story.
Pfizer felt they needed to commit more fully to the field of oncology R&D. They wanted to show the direct link between the research that was being developed by Pfizer and their benefits to cancer patients. This commercial featured Jim, whose desire to regain an ordinary family life was made possible by his stubborn determination and the groundbreaking research of Pfizer’s scientists.
Following a complete brand overhaul, Vagisil’s In-House Agency asked me to conduct various interviews featuring young women talking confidently and openly about the associated issues of vaginal health. As the industry leader, they needed to lead the effort to identify themselves with the best interests of women and to counter any stigma or shame often felt in leading a full life. This is Charle’s story.
Remicade is a drug that treats Crohn’s disease and Rheumatoid Arthritis. The brief was very clear. We want studio interviews, as real and bare as possible and definitely no set design or props. One chair and nothing else. I like a challenge, so with the aid of a great DP and many cameras we made the most of our restrictions. You can take away the toys, but you can’t remove the humanity.