Chad became a friend of mine on day one of Cardillo’s World. He is a great guy and a great physical therapist, the kind of person who is always looking to help out the people around him, and his clinic, ProForm Physical Therapy in Salisbury, Massachusetts, is built the same way: one on one with a doctor of physical therapy for a full hour, performance training blended with traditional PT, a team that treats you like family. So when he asked for a new advertisement, we jumped at it.
In one quick hour at the clinic we lit, filmed, and produced this thirty-second spot as a team of three. I led the technicals: camera, audio, and lighting. Mai watched the performance and kept Chad honest on every take. Steve stepped in as the actor, playing the client opposite his friend. Chad stood in front of the wall logo under a single Aputure Storm 150D through an octobox, said what he does and why in his own words, and then we walked the floor for the b-roll: the treatment rooms, the turf, the squat rack, dry needling, cupping, the recovery room.
I took the project home, cut it together, and built custom graphics that move only on the words Chad says: a lower third, callouts for “one on one” and “60 minutes,” a five-panel split for performance training meeting physical therapy, a scrolling wall of every service the clinic offers, a Cardillo-approved stamp on the hug between Chad and Steve, and an end plate with the address and phone. Then I conformed the master to NBC Sports Boston’s broadcast spec and shipped it out for our guy. It airs on NBC Sports Boston.
Sony FX9 with the Canon 24-70mm f/2.8L, on sticks for the interview and handheld for the floor. One Aputure Storm 150D through a 36-inch octobox as the key, a boom just out of frame with a wireless lav as backup. Cut in Premiere Pro, graphics built from scratch in code and rendered with alpha, mastered for air on NBC Sports Boston. This is the Interview package doing exactly what it is built for: a small business owner telling his own story, on a schedule that fits between his patients.
Director of photography, camera operator, editor, and motion graphics: Michael Rotiroti. Performance direction: Mai. On camera: Chad Burnham, DPT, and Steve Cardillo. Produced with Cardillo’s World.
Watch on Vimeo → Cardillo’s World → See more commercial work →
A thirty-second commercial for a small business on the North Shore or in Greater Boston is a one-day shoot and a week of editing. Build the estimate in a few clicks, or tell me about the business and I’ll plan it.
Build Your Estimate →More project recaps: The TD 25M Ad Converse Theory Ad Coach DiBiaso