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The design strength of a television spot can be built on a single visual concept.
It is akin to watching Anthony Hopkins deliver a three minute dialogue without a mistake. You know it is a great performance because the camera never breaks away. While appearing easy to do, the quality is spellbinding because every gesture, word and inflection is delivered perfectly.
         With just one simple well orchestrated top quality continuous move, even a tv spot without actors can demand attention. Upon entering a vault, the viewer's feeling is one of soaring in and around a vast array of huge steaming pots and pans. It was achieved with a periscope camera, the movements of which were simultaneously controlled and tediously perfected by three cameramen.
         As in the three minute actor's dialogue, power is generated by the seamless appearance of the move's design. It's uncomplicated nature gains even more strength by allowing the voice over to be heard: (music under announcer v.o.) Chevy Chase Savings and Loan is pleased to announce the seven percent passbook, and a delicious new dividend. Deposit five hundred dollars, and start a collection of custom cookware, free.
         Every time you add to your seven percent passbook, you can add to your cookware collection at reduced prices. Your kitchen will look beautiful. Your savings will too. Only at Chevy Chase Savings and Loan. Home of the seven percent passbook.

Choose a creative approach that best suits the nature of your tv message.
There are six singularly important messages that need to be delivered in this 30 second spot. That's a lot, so it was important to find a device that would separate and clarify each point in a space of its own. In other words, come up with a concept that would make the complexity of this offering easier to understand.
         Custom carved and illustrated building blocks do the job well. Each clearly defines a unique benefit . Our model stacks them so that all the images can be seen together. Then some sensitive camera work rotates the stack to reveal a carved HMO card, which dissolves into the real thing.
         As art director, my part of the process included: (1) Storyboard the visuals for best look and clearest relationship to the copy and music within a given time frame. (2) Supervise camera angles and cropping for most appropriate impact. (3) Gather and manage the preparation of all things to be seen in the commercial. Such as these perfect hands and handcrafted blocks.
         The announcer voice over (with music under) goes like this: Just what does your present health insurance do for you? Does it help you find doctors? Does it provide personal, quality health care? Does it pay for doctor visits, pregnancy and pediatric care? And unlimited hospitalization? If not, there is an alternative- Health Maintenance Organizations. HMOs offer all these benefits... and more. Ask about HMOs at work or write for a free brochure.

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