Associate Creative Director

Deutsch, NY 2001 - 2002

Zoloft

DRTV

Using the existing “Dot” character TV spot, we created a 60 second DRTV version and introduced a helpful information kit to call or go online for. We needed to find a way to incorporate the kit without looking like it was photography tagged onto the end of an animated spot. So we created a new spot, animated the kit and used Dot’s ladybug friend as the hero by having her slide the kit into Dots world and open the door.

SEATTLE    DETROIT    NEW YORK    TORONTO

This is a great example of taking a successful brand spot and turning it into a hard working Direct Response spot. The challenge was finding ways of implementing unusual new elements while adhering to strict brand guidelines.

DM

This informational booklet was added to the fulfillment kit along with the video.

Fulfillment Video

We also created the fulfillment video that was inserted into the kit. Though not shown, we shot it as an interview style video with an interviewer and guests including Doctors and real people suffering from depression using Zoloft. During the interviews we would include packages we shot at the patients homes showing their struggles with depression and how Zoloft helped them get through their day.