Simon Marthinsen’s Post

Simon Marthinsen

Commercial Director | CounterTake | Production Company

3mo Edited

How to visually tell :06 Stories in a Commercial 📽️🎬 We collaborated with Creative Director Jason Otis to tell four complete :06 stories in a :30 commercial for LCMC Health. 🏥💡 I share the process we used to develop the #VisualStorytelling, and I break down the first 6 scenes in the spot. 🎥🧩 Key aspects of the production process: ✅ #Collaboration with the creative team ✅ #VideoProduction and planning ✅ #FastPacedEditing with #QuickCuts and #1.5SecondShots ✅ #CreativeDirection to ensure a cohesive narrative Production + Post: CounterTake #CommercialProduction #VideoProduction #BehindTheScenes #Filmmaking #ContentCreation #HealthcareMarketing #HospitalMarketing #MedicalMarketing #HealthcareAdvertising #MarketingTwitter #AgencyLife #CreativeDirectors #AdAgency #DirectorsLife #FilmDirector #CommercialDirector #Expertise #KnowHow #NewOrleans #NOLA #Louisiana

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Transcript

Here's how you can tell a complete story in only six seconds. Jason a creative director we love to work with, came to us to create two spots for a billion dollar healthcare group. He had this script written, but he gave us the opportunity to come up with the visuals. Each spot had to feature four hospitals and the specialty the hospital was known for. My pitch was to visually show a complete story for each hospital. For a 30 second spot, you generally need at least five seconds for the lockup, which means for four hospitals, you have about six seconds per hospital, That means that each scene couldn't be longer than one and a half seconds. When you only have one and a half seconds, working out framing, blocking, timing becomes so important to do in prep. Here's how the first story worked out. We opened with an expecting couple sitting on the couch, announcing to her parents that they're pregnant. I'm pregnant The framing for this shot is very intentional. Your position between mom and dad, and you have the same perspective as them, so it feels like you're being announced to. I knew the moment I wanted to use for this one and a half seconds was that lift of the ultrasound photo, we're pregnant, boom, thing pops up, but we don't have time to cut. So you can now see mom and dad's reaction in that one frame. The next scene was the baby shower. I've never been invited to a baby shower, but imagine it goes something like this. I knew the second and a half or so that it was gonna use here was everybody like fawning over the newborn outfit. For this spot, it was important to bring in local culture, so I set the baby kicking scene at Mardi Gras. The moment I had planned to use for this scene was dad holding up a toy and showing it to the baby, but it didn't really work. What worked nicer was the dad reacting to a kick. I'm using the size of the belly to show that time has passed. In scene four, they're getting the baby room ready. I needed to read really, really fast. We have two actions, mom's picking out the baby curtains and dad's in the background painting. If you notice the position of the door, it's covering the roller head, which is intentional because that way you don't need any real paint on the roller. One, two rolls and we're already out. In the breakfast scene, I needed you to know instantly that the baby's coming, like one quick read. You know what's happening. To sell it, it was all about mom's facial expressions. I used this scene when auditioning for the mom role. I knew that one look had to tell the entire story. And the sound of the fork hitting the plate really made it feel like real for me. We're six seconds in the commercial and we're already told a whole story. We tell three more hospital stories and we end the spot by showing the newborn with the parents and the characters from the other hospitals and they all come together to form the LCMC Health Lockup. And that's how we told four complete stories in a 30-second spot.

Community Minded Leader | Restaurant Owner

3mo

Never surprised by what ya’ll create (naturally)…but incredible, next level work.

Partner, Chief Creative Officer at Brand Society

3mo

Fun hearing your thinking process.

Lauren Cenac, MPH

Lauren Cenac, MPH

Senior Administrative Clinical Program Coordinator at Dell Medical School

3mo

It was really interesting to hear about your process. Nice work!

Alyson Sage Kilday

Alyson Sage Kilday

A Designer that Solves Business Problems

3mo

Always been the best at what you do!!

Alexis Bermudez Vicknair

Alexis Bermudez Vicknair

Head Of Production at PETERMAYER

3mo

Love that you shared the work with a breakdown of how and why you did what you did! 👏

VP of Marketing, Eptura

3mo

This is so good.

Ryan Page, CIC, CPIA

Ryan Page, CIC, CPIA

Moving Terrebonne Forward

3mo

Outstanding work, y’all! Thanks for sharing the creative process here.

Creative + Marketing + Content + Author

3mo

BRILLIANT 👍

Owner & Creative Director, Elephant Quilt Productions

3mo

Really good! Thank you for sharing your process!🙌🏻

Video Producer at Aptiv

3mo

Need more of this! Great work as always

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