American Nutrition Center: 30-Second TV Spot

The Story

American Nutrition Center is the supplement shop at 718 Broadway in Everett. It is also home to the exclusive Cardillo weight belt showroom. The hook came straight from the counter: pick a Cardillo belt, have it laser tattooed with a name, a date, or a message, and walk out with it the same day. Owner Peter Morel tells it in his own words and ends on the store’s line: where you get ripped, not ripped off.

The Shoot

One day at the store, 4K on my Sony FX9. I ran the shoot solo while Mai directed Peter. The shot list was simple: empty hands in the door, the wall of Cardillo belts, the design on screen, the laser burning into the leather as the hero shot, the finished belt, and back out the same door. Peter sat down to camera in the showroom. The supplement wall, the product, and the storefront on Broadway filled the rest.

The Edit

I built the graphics in code, in the black, white, red, and yellow of the ANC sign, with hard slides and wipes that play like a TV spot. Each one lands on Peter’s words: his name as a lower third, the supplements stacking up as he names them, the same-day belt line, a full page of the occasions he lists, and an end card with the storefront, a map pin, the phone, the address, and the slogan.

Gear & Credits

Sony FX9 in 4K, cut in Premiere Pro, graphics built in code and rendered with alpha. One shooter, one day, an owner telling his own story in his own shop. Every spot is quoted to what it needs. See pricing.

Producer, director of photography, camera operator, editor, and motion graphics: Michael Rotiroti. Talent director: Mai. On camera: Peter Morel, owner of American Nutrition Center.

Watch & Visit

American Nutrition Center, 718 Broadway, Everett, MA 02149. (617) 394-0678.

Watch on Vimeo → American Nutrition Center → ProForm Physical Therapy spot → See more commercial work →