ProForm Physical Therapy: 30-Second TV Spot

The Story

Chad Burnham and I have been friends since day one of Cardillo’s World. His clinic, ProForm Physical Therapy in Salisbury, Massachusetts, puts you one on one with a doctor of physical therapy for a full hour and blends performance training with traditional PT. When he asked for a new ad, we took it.

One Hour, One Person Crew

I had one hour at the clinic, and I ran camera, audio, and lighting myself. Mai directed the talent and kept Chad honest on every take. Steve Cardillo played the client opposite his friend. Chad stood at the wall logo under a single Aputure Storm 150D through an octobox and explained what he does in his own words. Then we walked the floor for b-roll: the treatment rooms, the turf, the squat rack, dry needling, cupping, the recovery room.

The Edit

I cut it at home and built graphics that move only on Chad’s words: 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 delivered it.

Gear & Credits

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, and a wireless lav as backup. Cut in Premiere Pro, graphics built in code and rendered with alpha. It’s the Interview package doing its job: an owner telling his own story, shot between his patients.

Producer, director of photography, camera operator, editor, and motion graphics: Michael Rotiroti. Talent director: Mai. On camera: Chad Burnham, DPT, and Steve Cardillo. Produced with Cardillo’s World.

Watch & Links

Watch on Vimeo → Cardillo’s World → See more commercial work →