Resurgens Orthopaedics latest “No Body” campaign challenged us to bring energy and life to the production and that’s just what we did!.
Our previous run of commercials with Resurgens focused on rising above or moving past injuries, or the fact that Resurgens is the largest, most accessible orthopedic practice in Georgia. For this spot, we wanted to hone in on the idea that no one should accept living in pain if they can do something about it.
The tagline “No body has time for that” was a Jason Sirotin original, who turned it over to Writer/Director Cameron Shaw to pen the rest of the script. As a former athlete who’s dealt with his fair share of injuries, the message struck a chord with Cameron. It’s a no-nonsense approach that says: when you’re in pain, don’t wallow in it, don’t assume it’ll just get better with time, and don’t think you just need to live with it: try to do something about it. Of course, the sad truth is that not everyone can live pain free, but that striving for your best possible quality of life is a universal goal. And Resurgens wants to help.
One of the keys our client stressed was showing a wide array of diverse bodies in this 30-second broadcast spot. That meant we had to be extremely efficient with our shots and our time to make the most of our single production day. Cameron and DP Emily Payton conspired to come up with shots that could show a lot of action very quickly. Emily shot with the Blackmagic Pocket Cinema 4K, and Sebastian Chamaca contributed some quality drone work. Cameron worked extensively with the actors on their blocking to ensure the shots were interesting and dynamic.
In post-production, lead animator Seth Johnson and editor Wilson Drake combined to create a well-paced spot that incorporates the scenes into a vast VFX network of hexagonal windows. Seth worked in Adobe After Effects, bringing an amazing sense of depth and scale to the commercial. In doing so, we not only created a stunning visual motif for the spot, but also used additional previously shot footage to reinforce the idea that Resurgens treats many types of people and problems.
This slick commercial is fast-paced without being overwhelming, and its positive, matter-of-fact tone (supported by our own in-house VO talent in the form of Emily Payton!) makes it approachable as well as visually arresting.