arket research and/or client information gathered and goals defined, the creative director must balance reality with inspiration. That is, measure resources against a stream of ideas to decipher how the best creative approach can be properly produced. In many ways, the process is the same as creating a print ad. After the still imagery is traded for cinematography and printed text for sound, the challenge remains to capture the viewers attention to a degree that specific information will be absorbed. And, credited to the right brand. How many times have you remembered a tv spot only to quickly forget its point and the advertiser's name?
The truth is often more incredible than fiction.
"Is there any romance here?", I asked during a preproduction scouting trip to Randallstown Nursing Home. The "yes" answer soon changed our PSA tv spot's creative concept entirely. A couple had actually met, courted and were scheduled to be married in the near future. Our original, aproved concept couldn't hold a candle to this unexpected real-life event.
The client, American Health Care Association, agreed that this approach better supported their mission to upgrade the public's view of geriatric institutional care. So, when Effie and Eugene got married, we filmed and edited the footage into 30 seconds that did indeed support AHCA's message that love and life could be learned about from the most experienced people in the world, senior citizens.