RIOT Atlanta provided design, on-set VFX supervision, editorial and compositing services for a pair of beautifully rendered spots for Lakeland Regional Medical Center that won multiple awards at a recent ADDY competition in Florida.
Conceived by Atlanta agency Fenner & Hamill, the campaign earned six awards at the Imperial Polk Advertising Federation 2006 ADDY Awards Gala including Best in Category and Judges’s Choice Award. RIOT Creative Director Jeff Doud developed the design of the spots which promote the hospital services for women and seniors.
The two spots address health issues that commonly affect women and seniors through a series of scenes in which graphics representing medical services are seamlessly woven into lifestyle vignettes.
‘Being recognized with the awards is a good indication of our success in creating something that was visually appealing,’ said Fenner & Hamill Creative Director Tracy Fenner.
‘We also expect to see it reflected in consumer assessments of Lakeland and medical care generally.’ The spots are part of a comprehensive campaign for LRMC that also includes radio, print, direct mail, outdoor, mall and cinema advertising.
Doud credited Hill for his skillful camerawork in creating shots that looked natural while lending themselves perfectly to the design concept. Referring to a vignette featuring a tennis player, Doud said, ‘It tough to make the ball fall into the frame the way you want it to and have the racquet perfectly frame the shot. It was a very challenging shot, but John knocked it out in half an hour. He was able to visualize what we were aiming for and was very solid in pushing through the material.’
During the telecine process, the film elements were graded to ‘blow out’ the negative space in order to create soft backgrounds for the graphics. The composites were then completed at RIOT by Flame Artist Gavin Holmes. ‘When you have sufficient time, an adequate budget and a strong creative collaboration between the client and the people involved in the production, it leads to great results,’ said Doud.
‘Jeff had a vision for how our concept could be executed in a way that was fluid and organic,’ added Fenner. ‘Having him involved from start to finish was a big benefit.’
RIOT Atlanta is located in the Buckhead section of Atlanta. For information, contact Debbie Maddox at email@example.com or by phone at 404-237-9977.