, the award-winning one-stop production company, met the challenge of creating an attention-getting TV spot for MoveOn.org, and turning it around in time to make waves in the middle of a current national political debate. Working on a tight schedule, their team took the live-action national commercial,
from script through the design, set construction and production in 36 hours, accommodating the limited availability of star talent with a shoot in LA the next day. The New York-based company then edited, color corrected and created original music for the spot, and delivered it the next day, in time for a number of media outlets, including MSNBC, Huffington Post, and The Examiner, to include it in their coverage of the political issue, further maximizing the impact of its message.
Lisa Edelstein, (Dr. Cuddy on the Emmy Award winning series, â€œHouse,â€?) has strong personal opinions about the current Republican congressional campaign to redefine the legal definition of rape, which would lead to the de-funding of Planned Parenthood and pave the way for women loosing the right to choose. So when MoveOn.org creative director, Laura Dawn, asked Edelstein to lend her talent to a spot dedicated to raising awareness of this issue, the actress was immediately aboard. However, the issue would be going before congress in less than a week, and Edelsteinâ€™s work schedule left her with only the
following day free to shoot spot in Los Angeles. Charged Studioâ€™s lead producer Mike Landry took the reins of the project in NYC, and focused on tackling the biggest challenge it presented, which was creating the 1950â€™s set that would best serve the script. During the flight from New York to LA he kept in touch with the crew as they were building a mid-century style hallway with an ominous door at the end of it. The set was constructed at Drop Shop in LA with Pablo Sison and Philip Godwin from their art department overseeing the build. MoveOnâ€™s Laura Dawn took the lead on scripting the spot, and then ideas began to fly back and forth between her and Charged Studiosâ€™ executive producer/director of production, Adam Pierce. He suggested incorporating the hanger symbol, a classic icon in the pro-choice movement, and Laura Dawn ran with that in dramatic fashion. Her instinct was that the action should build as the camera floats down the hallway with the actress. She posited that the reaction from the audience should be dreadâ€¦at the thought of forcing women back into these horrifying situations. â€œWe focused on creating a look that was simplistic, yet artful and beautiful,â€? noted Landry. â€œThe message in the script was compelling and the visuals were designed to serve as a way to reinforce it, without distracting from it or overpowering it.â€?
The spot opens with Edelsteinâ€™s back to the camera, wearing a spot-on 50â€™s cocktail dress, as she begins to slowly walk the length of the hallway towards the door as her voiceover brings home the spotâ€™s message. â€œOnly decades ago women suffered through horrifying back-alley abortions or used dangerous methods when they had no other recourse. So when the Republican Party launched an all-out assault on womenâ€™s heath pushing bills to limit access to vital services we had to askâ€¦.â€? As Edelstein poses the question: â€œWhy is the GOP trying to send women back to the back alley?â€? she opens the door, revealing a dark void and a single, stark, hanger. Daron Murphy struck the perfect chord with his original music and sound design, lending just the right emotional import to the proceedings. Andy Harmon honed in the color correction to create a stylized color pallet. â€œMoveOn.org is a political action committee and they need to respond quickly to issues, while they are in the spotlight. Charged Studios' team is always up for the challenge of taking a project from concept through finishing on a tight deadline, and still delivering a fresh, innovative final product," notes Pierce, owner of the 10-year old creative, production, and animation studio. Charged Studiosâ€™ producer Mike Landry notes, â€œThis spot reminds me a bit of â€œTrack Meet,â€? a campaign we produced for MoveOn last year featuring Heather Graham. They both have signature looks that support a strong message. Perhaps itâ€™s because they were both directed by Yaniv Raz and produced and creative directed by the same team. Weâ€™ve developed a shorthand that maximizes our efficiency and enabled us to turn around this spot in 36 hours, allowing MoveOn to get it on air ahead of the news cycle so they could tap into addition exposure through media outlets that use their intelligent, on-target commercial as media content." MoveOnâ€™s media strategy is to create spots that produce earned media so their message reaches beyond their base. â€œWe Wonâ€™t Go Backâ€? was covered by all major networks, elevating the issue to a topic of national discussion within 48 hours of the adâ€™s release. Equipment: Panasonic AF100 HD camera mounted on a Steadicam, Final Cut pro, After Effects, Logic Pro About CHARGED STUDIOS: For over 10-years, Charged has been bringing its wit, originality and punch to the art of visual storytelling, through a mix of creative disciplines - from animation and puppetry to live-action production and visual effects. Its editorial, design, music and sound suites, production studio and fabrication and set design and construction capabilities provide clients with a full service creative center driven by a collaborative team of artist dedicated to the craft of creating fresh, compelling spots, shorts and long-form programming and films. Charged Studios' credits include national TV series featuring puppets and stop motion, animated spots for Subway and Howard Johnson, promos for Nickelodeon, Comedy Central, and award-winning documentaries. McCann-Erickson recently called upon Charged to write, produce, design, shoot animate and post 'Vertigo Egg,' a short film created for the Ad Councilâ€™s Annual Service Awards' animated intro segment. CREDITS: Category: National Television Spot /Live-Action Title + Length: â€œWe Wonâ€™t Go Backâ€? Length: 30-seconds Link to Spot:
Client: MoveOn: Creative Director/Writer: Laura Dawn Production Company: Charged Studios (
) Executive Producer: Adam PierceProducer: Mike Landry Director: Yaniv Raz Director of Photography: Pierluigi Malavasi Associate Producer: Andy Harmon Color Correction: Andy Harmon Editor: Steve Centrachio Music + Sound Company: Gowanus Sound Initiative Composer: Daron Murphy Sound Stage: Drop Shop/LA Art Dept: Pablo Sison, Philip Godwin