American Nutrition Center: 30-Second TV Spot

The Story

American Nutrition Center has been the supplement shop on Broadway in Everett for years, and it is also home to the exclusive Cardillo weight belt showroom. The hook for this spot came straight from the counter: pick out a Cardillo belt, have it laser tattooed with a name, a date, or a message, and walk out with it the same day. It is a perfect gift for the heaviest lifter in your life, and owner Peter Morel tells it in his own words, ending on the store’s own line: where you get ripped, not ripped off.

The Shoot

I filmed it in one day at the store in 4K on the Sony FX9, running the whole shoot myself. The plan 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 a walk back out the same door. Peter sat down to camera in the showroom, and I filled the rest with the supplement wall, the product, and the storefront on Broadway.

The Edit

The graphics are built from scratch in code around one idea, laser tattooed leather: his name burns onto a leather strap, the supplements on the wall roll by as he names them, the occasions he lists drop onto a leather page one at a time, and the end plate carries 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. A business owner telling his own story in his own shop, shot by one person in one day. See pricing for what a spot like this costs.

Producer, director of photography, camera operator, editor, and motion graphics: Michael Rotiroti. 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 →