Aspirin Rapid Relief

Concept
“HOW TO” YOGA VIDEOS. WITH A TWIST.

Director’s notes:
The challenge here is to make the advert funny & cool, hyperkinetic and entertaining.
Just like the meds, it must be something suited for the new generation. It must be an
energetic video, not stiff, pun intended. The film must stand out and not be ‘yet another
medical advert’. In this sense, the film has to be actual, cool, chic, to the point, and
pander to younger audiences, who are keen followers of Youtube or TikTok yoga
videos.

Bayer Rapid Relief is fast, easy to use and tough on pain, therefore our film must
convey that in a highly infotaining manner. The film must send across this message:
this Aspirin worked for our elders, it works for the younger generation too. It’s cool and
easy to use and will help you get rid of back pain in no time.

Stylistically (& technically) we will achieve this by combining two filming techniques: a
motion control arm/ BOLT robot and a zoom lens (a parfocal lens, which stays in focus
even when the magnification or focal length is changed). The end result will be a
mixture of hand held camera, crash zooms, smart push zoom transitions à la Tarantino
and super cuts à la Guy Ritchie.

We will use the BOLT mo co arm for a more mechanical, smooth camera movement -
this stylistical choice is made to illustrate how quick and smooth your body moves will
be AFTER you’ve taken the Aspirin, after the meds kick in. With its fast changing
camera angles, complex camera moves and smooth rotations, the BOLT is designed to
capture the body movements in a very fluid manner. It’s as if we’re saying: this is how
fast you will move after taking the fast-acting Aspirin. The hand held feel will illustrate
how shakily you can feel when you feel a pain in your muscle. The crash zooms are
meant to highlight and double down this feeling of intense pain, like a punch to the
gut. Last, but not least, the super cuts which we can also mix with Spin Zoom-in’s and
Spin zoom outs, because they’re cool transitions (and can be used before the
packshot).
Location: Infinite cove studio, art directed and propped to make it look like a stylish
space which can be at the same time a space to do yoga, sports, or work. A neutral
space with a white limbo which we can artfully and easily decorate with props,
minimalistic yet elegant. Think of a Yoga mat, a mirror, a desk, neon lights, a flower
pot, Indian incense, a locker room bench in a stylish space, furnished with enough
elements to convey a sense of realism, but at the same time stylish and comfy (see
pics for reference).

Casting: -2x Hero Females, aged 25 - 45

-1x Hero Male, aged 25 - 45

We are looking for diversity in age, body type, ethnicity and race. We want each
character to feel distinct from one another. They have got to be able to perform
carefully choreographed Yoga movements AND have expressive reactions (of pain,
surprise, and relief).

Styling: Yoga outfit, Gym outfit, office attire that are modern, minimalistic and in sync
with today’s fashion for young people.

Music: 80’s synth pop for the intro which then changes into modern techno, once the
Aspirin has been administered and the sound effects accompany the visual fiesta.

SFX & VFX: Sound design is very important in this film. Combined with the visual
effects that illustrate the positive change the Aspirin brings about, they will have to
convey a sense of dramatic tension and then relief. [Insert Postproduction reel from
German production house]

Since Bayer Rapid is the new way to get fast pain relief and, even more so, Bayer
Rapid Relief provides fast relief because it instantly activates in your mouth, starts
working in minutes, and you can take it anytime / anywhere. It has a pleasant taste.
This has to be communicated via VFX and SFX that are at the same time cool and
trendy but also highlight the Aspirin’s main benefits: a new improved formula that acts
fast and tastes good. Therefore, our visual and sound effects will enhance that.

I edited a mood film which illustrates the camera movement techniques and editing
rhythm that I will be using for this video - please follow this link [I am still editing it,
will link it once it’s done]. Also, please find below a few adverts that I directed which
demonstrate my ability to visually narrate a story about women who do sports and
experience muscle pain. [I am still editing it, will send it over after the revision].

Matei is an award-winning director. His work has been shown on various TV stations in
Europe (such as ARTE, HBO or MTV) and his shorts and documentaries have played at
film festivals worldwide.

He is the recipient of a Kodak Student Award, a London Radar Festival winner, a

Genero.tv competition winner, and winner of the Award for Best Screenplay at HBO’s
Screenplay Contest. His feature length music documentary – The Shukar Collective
Project – was nominated for Best Documentary at the Romanian film industry GOPO
Awards.

He was a runner-up in the BBC Short Proms, M83 & Mute USA, and MTV &
onedtozero competitions. He has also directed several short films, pop promos, TV
idents, online content and videos for mobile. His work for electronic outfit UNKLE has
been showcased in Creative Review, shots, and boardsmag.
Demo reel: https://vimeo.com/552728523 (password: Matei7)

Website: www.mateimocanu.com

Thank you