In late 2014 as part of the tommysTV crew I, along with Jordan Lewis and Tommy Talley sat down with our good friends at BBR and Covalent Logic, and client LHC to brainstorm ideas for a 30 second advertisement to accompany the new ad campaign for Louisiana Health Care Connection. The team from tommysTV then took the ideas discussed at that meeting to create storyboard and pitch that led to the piece above.

A 30 second commercial is not a lot of time to tell a story, especially a story that spans decades. The key to fitting the scenes together for this piece was the use of matched action and graphic matching between cuts. The average length of each shot is less than 2 seconds and several of these shots are less than 1 second. The directors had to be contentious in making sure that the needed action occurred within the time allotted, and that the framing and action inside the frame complemented that of the shot previous and immediately following.

An interesting side note: We filmed this spot in true anamorphic squeeze for a 2.39:1 aspect ratio. Why? For two reason: 1.) The client needed space at the top or bottom of the screen to display information over the duration of the spot. 2.) To give the spot a classic “filmic” look.

CLIENT | Louisiana Health Care Connection
AGENCY | Covalent Logic
PRODUCER | Tommy Talley, Jordan Lewis
DIRECTOR | Dan Jones(tommysTV), Cathi Pavy(BBR)
AD | Clay Achee
DP | Dan Jones
CAMERA | Dan Jones, Katie Hope
EDITOR | Josh Carley
SET DESIGNER | Billy Bamman
WARDROBE | Sandra Algood
MAKEUP | Grace Emden
CASTING | Hank Langlois
//CAST
Infant Son | Abigail Gordony
Mom | Ariadne Joseph
Young Son | Cameron Zieger
Friend | Tyler Brown
Teen Son | Jarios Courtney

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