Personalizing the message
The real-world scenes are the human, emotional foundation of each spot, giving personalized, real-life demonstrations of Nasacort’s effectiveness and reinforcing the messages delivered by Beth and our information graphics. In other words, they put a likeable, personal face and story to each spot’s message.
We want these real-world scenes to feel grounded, personal, and authentic, but they should not be documentary-style. Rather, they should be cinematic (i.e., well-framed, well-lit portraits, vibrant, subtle camera moves, etc.) so that they quickly and powerfully convey a specific emotion – e.g., suffering from allergies, or the joy of relief – even in the short timeframes of our brisk edits.
The allergens are a key element in each scene. In the “suffering” scenes, they’re clearly present, displaying both cause (allergen) and effect (person suffering from allergies in foreground) in a single frame. Likewise, in the “relief” scenes, the allergens are still fully present and prominent -- it’s simply that they no longer affect our characters, and so the positive emotions of our characters come to the forefront of the scene.
Our vignette performers should have an effortless, like-at-first-sight appeal and feel down-to-earth, healthy, and expressive. As we navigate callbacks, we’ll keep in mind that it’s not enough for our actors to have the right look and a strong performance – they must also be able to exude these natural emotions in the very quick emotional beats we require in our brief shots.
References
"Closer to Zero - Autumn" references a woman at a Fall or outdoor event who suffers from allergy symptoms, overcomes them with Nasacort, and rejoins the fun at the event. (CLICK ANY IMAGE TO ENLARGE)
In "Closer to Zero," our main character is an active dad whose allergies act up at a local garden center. Nasacort relieves the symptoms, and the next time we see dad, he's joyfully playing soccer in the yard with his son, with the flowers already planted in the background.
In "Allergy Days," Beth highlights the fact that no two days feel the same for an allergy suffer -- in this case, an active mom. We see our allergy sufferer in a wide variety of environments across numerous days -- and end with her back to enjoying life with her young daughter. (Although there are numerous actor looks referenced below, all of our scenes in "Allergy Days" would feature the same woman.)
"Closer To Zero - Kids Existing" focuses in a young boy who's stuffed up from allergy symptoms and who, thanks to Children's Nasacort, gets back out to playing outdoors with his young friend.
