The Colonie Editor Tom Pastorelle Cuts Advocate Aurora Health’s New Campaign
March 11, 2019 by Screenmag
Merge recently partnered with The Colonie editor Tom Pastorelle on a broadcast/social media campaign for Advocate Aurora Health, one of the largest not-for-profit integrated health systems in the country.The spots are set to the melody of ‘C’mon, Get Happy,’ the theme song from the ‘70’s TV Show, ‘The Partridge Family.’ Retooled versions of the track share the refrain, ‘C’mon, Get Healthy,’ replacing the original lyrics with verses and tempos that underscore each spot’s message and establish its tone.
'Anthem,’ a sentimental 60-second spot, touches on seminal moments in a couple’s life. It tells the story of a boy and girl who first meet at a football game, become high school and then college sweethearts, marry, have a child, and watch their daughter go off to college, leaving the empty-nesters to begin the next chapter of their lives. Cut to a slow-paced version of the track their story ends where it began, on the football field, as the spot closes with the campaign's tagline, “Together let’s make healthy happen.”
“Editing a 60-second commercial that spans 30-years required making some tough choices,” says Pastorelle, who cut the spots on Adobe Premiere. “One of the challenges was parting with some of director Paul Dektor’s beautiful scenes.”
The lively :30s, ‘Cardio’ and ‘Tech’ are a departure from ‘Anthem’s emotion story. The editor wove together a variety of cheery, light-hearted scenes for the spots featuring diverse groups of people engaging in healthy activities while singing along with upbeat versions of “C’mon, Get Healthy.”
Hearing so many different voices singing the lyrics gives the spots a very inclusive. However, many of the actors’ vocalizations weren’t in sync with the soundtrack which made cutting the footage tricky. Pastorelle worked with Assistant Editor Lindsey Fisher, reviewing the footage to find the scenes with performances that best matched the music and fit the sequencing. After considerable tweaking, including ADR, the vocals aligned with the tracks seamlessly.
‘Cardio’ showcases people singing along with an upbeat music track in a mix of scenarios, from a group practicing ‘goat’ yoga in a park - while live goats join in on the action, to a lady dancing with her dog, and a runner taking a moment to check her stats on her ‘smart’ watch.
‘Tech,’ the other :30 in the campaign, weaves together scenes of folks enjoying the great outdoors while using Advocate’s digital health services network to schedule appointments and e-visits, as well as access tools from where ever their day takes them. The voiceover, “Advocate Aurora offers new ways to connect to your health - anytime anywhere. Together let’s make healthy happen,” brings home its message.
The Colonie's talent worked as a collaborative team through every phase of the project. The company’s full-service approach provided the efficient workflow needed to deliver a compelling campaign that met Merge’s tight deadline.
Creative Director Jennifer Moody used Adobe After Effects to animate the screens of multiple mobile devices that appear in the spots and design the motion graphics for the end titles. Tom Dernulc finished the commercials on Autodesk Flame with the assistance of Ben Pokorny. The spots required a range of fixes, from transforming a high school football field into a large-scale college stadium to removing the hand of a goat handler.
After completing the rough cuts for each commercial, Merge’s creatives sat in on the edit sessions, working with Pastorelle to find the best approach to making each spot a simple story with an engaging message.
The editor’s working relationship with the agency’s Executive Creative Director, Michael Matykiewicz goes back over a decade. The ECD introduced him to Kevin Houlihan, Merge’s CCO, which led to the Pastorelle cutting a number of projects for the agency, including some of Advocate’s earlier campaigns.
“Collaborating with Merge's team has always been a rewarding experience and working with them on this job was no exception," adds Pastorelle.
The Chicago-based marketing and advertising agency's large media buy for the campaign included a local airing during this year's Super Bowl.
CREDITS: Brand: Advocate Aurora Health Titles: ‘Anthem' :60, ‘Cardio' :30, and ‘Tech' :30 Type: Broadcast& Social Media Campaign
Agency: Merge / Chicago
CCO: Kevin Houlihan
ECD: Michael Matykiewicz CD: Colin Quinn Copywriter: Lo Trojan Producer: Laure Irwin
Production Company: Paul Dektor Films / LA Director: Paul Dektor Producer: Russel Sher
Editorial Company: The Colonie / Chicago Creative Editor: Tom Pastorelle Assistant Editor: Lindsey Fisher Finishing: Tom Dernulc Assistant Finisher: Ben Pokorny Producer: Anne Siwek Executive Producer: Mary Caddy
VFX/Animation/Motion Design Co.: The Colonie CD/Motion Designer: Jennifer Moody VFX Artist: Tom Dernulc VFX Assistant: Ben Pokorny
Color Correction Company: CO3 / Chicago Colorist: Tyler Roth
Audio & Sound Design: Chicago Recording Company
Mixer/Sound Designer: Eric Cauwels
Music Production Company: Yessian NY/Detroit CCO: Brian Yessian Head of Prod.: Michael Yessian EP: Gerard Smerek Composers: Mike Dragovic, Jarrett Farkas