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PHOTOSHOOT
TUESDAY, JUNE 26TH, 2012
PHOTOGRAPHER: LEN IRISH
VIDEOGRAPHER: SEAN REILLY
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TABLE OF CONTENTS
Testimonial
3
Campaign Look + Feel
4 - 7
Location
8
Patients
9
Wardrobe + Prop
10 - 11
Draft Questions
12 - 14
Schedule
15 - 17
Contacts
18 - 21
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Creative Vision for Testimonial
What we hope to convey in our testimonial campaign is a sense of the dignity and strength of people living with PBA every day. That’s why the portraits in our
testimonial campaign are so deliberate and posed with the subject staring directly into the camera. The serious tone of these portraits lends dignity to the condition and provides a perfect foil to the light, pastel NEUDEXTA Tones. We know that PBA is an embarrassing condition for people. Our testimonial approach shows
these patients that they have nothing to be ashamed of.
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CAMPAIGN LOOK + FEEL
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TESTIMONIAL EMAIL FORMAT/RETENTION
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SAMPLE LIGHTING/BACKGROUND
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VIDEO INTERVIEWS
The video interviews will be shot with two cameras simultaneously. One camera will capture the interviews with a wider framing; the second camera will capture the interviews with a tighter framing. This technique will provide us more editorial options, and allow us to cut more smoothly between different lines and/or takes. Nuedexta video to be shot in color
WIDER FRAMING
TIGHTER FRAMING
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LOCATION
Jack Studios
601 West 26th Street Print Studio #2 + Video Studio #3
12th Floor 212- 367- 7590
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PATIENTS
Bernadetta Bailey
Charles
Shevoney
David and Arlene
Richard and Rose
Doctor
Dr. Chepuru
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WARDROBE
Patients will also be bringing their own clothing – Actual clothing color below is in the gray family, not blue as shown here
Charles
David and Arlene
Richard + Rose
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Bernadetta
Shevoney
PROP – Actual Chair On Set For Video Will Be White
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Draft Questions for NUEDEXTA Patient Testimonial Videos
BACKGROUND QUESTIONS FOR PATIENT AND CAREGIVER
Tell us a little bit about yourself (yourselves)
Whatʼs your name? Where do you live? Do you have kids? How old are they?
Are you working? Describe your job.
You have a neurologic condition (or brain injury), could you tell us a little bit about that?
When were you diagnosed (with this condition)? (If it was a stroke or an accident, when and how did it happen?)
PBA EPISODES
Tell us about when you first starting experiencing episodes of crying or laughing? When did they start? Describe what these episodes were like.
How often were they happening?
Were there particular things that triggered the outbursts?
What did you think were causing these episodes? Did you think your outbursts might be connected to your neurologic condition (or brain injury)?
How did these episodes make you feel?
How did people react when you burst out crying or laughing? How did your family/kids react?
Did you make any changes in your day to day lifestyle to accommodate the episodes? Were there situations which you avoided?
[If patient worked] Did you find these episodes impacted your experience at work?
What have been the challenges you have faced as a result of the outbursts, especially as it relates to your relationships with others?
What did you find most difficult about your episodes?
Were there any particularly embarrassing occasions when a PBA episode occurred?
THE DIAGNOSIS
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Who first brought up the uncontrollable crying/laughing? You, your spouse, your doctor?
When did you first discuss these episodes of uncontrollable crying or laughing with your doctor? Why?
How did your doctor explain what was the cause of these episodes? What did he/she call it?
[If first doctor did not link episodes to PBA] How did you finally find out that you have PBA?
Did the doctor explain what causes PBA?
Give us a definition of PBA in your own words.
What did the doctor say you could do about your PBA?
Before NUEDEXTA, were you prescribed other medicines to treat your uncontrollable crying or laughing episodes? If so, how did you feel it addressed your episodes?
How did you feel when you got an explanation for what was happening?
NUEDEXTA
When did you find out about NUEDEXTA?
[If patient learned about Nuedexta from source other than Doctor] What triggered you to first ask your doctor about NUEDEXTA?
How long have you been taking it?
[For any patients taking NUEDEXTA in addition to an antidepressant (point to ask in advance of shoot date]: Were you taking medicines for the outbursts before adding NUEDEXTA? Did you and your doctor discuss the decision to add NUEDEXTA on to your antidepressant medicine? How did he/or she explain it?
How long after starting NUEDEXTA did you notice a change in the frequency or intensity of your episodes? Tell us about it.
Are you experiencing fewer episodes now?
When you do have an episode, is it less intense than before?
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Have you noticed a change in yourself?
Have your family or friends noticed a change in you?
Whatʼs been the most important advantage of taking NUEDEXTA? For example, do you find yourself getting back to certain activities you had stopped because of your PBA episodes?
Tell me about the positive impact taking NUEDEXTA has had on you emotionally.
Now that you are on NUEDEXTA, how do you feel about going out in public?
Now that you are on NUEDEXTA, How do you feel about being in social situations?
SHARING YOUR LEARNINGS AND EXPERIENCES WITH OTHERS
Do you have tips to share with others who are experiencing involuntary episodes of crying or laughing?
Do you have tips to share about how you explain to others about your episodes of crying or laughing or PBA?
Before starting NUEDEXTA, did you develop any coping mechanisms for dealing with your uncontrollable crying or laughing episodes that you might share with others?
Do you have any tips for talking with your doctor?
What about some tips with regard to being on NUEDEXTA . . .
Did you find it easy to remember to take your pills every day? Do you have any tips for others to help them remember to take their pills?
[For any patients who have tracked episodes--point to ask in advance of shoot date] Has tracking your episodes helped you see the benefits of NUEDEXTA more clearly? Did it help you notice the change in frequency or intensity of the episodes?
Do you take advantage of the NUEDEXTA Co-pay Assistance Program? Has that been helpful to you?
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NUEDEXTA
Shoot Day Schedule
Jack Studios
601 West 26th Street – Print Studio 2 + Video 3
New York City
8:00am
Photographer, Producer, Hair/Make-Up, Wardrobe Stylist + Photo Assistants Arrive
Prep Set + Lighting
Prep Wardrobe + Make-up Room
Breakfast Available
8:30am
Client and Agency Creative Team Arrives
8:45am
Dr. Chepuru Arrives
Start Grooming and Wardrobe Fittings
9:30 – 10:30am
Shoot Dr Chepuru
Print 1st then Video
9:15am
Shevoney Arrives
Start Grooming + Fittings
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10:00am – 11:00am
Shoot Shevoney
Print 1st then Video
9:45am
Charles Davis Arrives
Start Grooming + Wardrobe Fittings
10:30am
David + Arlene Diehl Arrive
Start Grooming + wardrobe Fittings
10:45am – 11:45am
Shoot Charles Davis
Print 1st then Audio
11:30am – 12:30pm
Shoot David + Arlene Diehl
12:30pm – 1:30pm
Lunch
12:30pm
Richard + Rose Anderson Invited to Join Us for Lunch
1:30pm
Richard + Rose Anderson
Start Grooming + Fittings
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2:00pm – 3:00pm
Shoot Richard + Rose Anderson
Print 1st then Video
2:15pm
Bernadetta Arrives
Start Hair + Make-Up + Fittings
3:00pm – 4:00pm
Shoot Bernadetta
Print 1st then Video
5:00pm
Wrap Shoot
Break Set + Depart
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Avanir Pharmaceut icals Patty Pound Associate Director, Consumer Marketing [email protected] Brenna Mullen Associate Product Manager, Consumer Marketing [email protected]
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Advance MarketWoRx Ellen Hoenig Carlson Founding Partner 908 295 2725 [email protected] Lisa Ruderman Principal 914 715 4394 [email protected] Loretta Jamar Client Services 908 240 4973 [email protected] Chris Amato Creative Director/Art 917 301 1651 [email protected] Jan Franks Creative Director/Copy Phone TBD [email protected] Amy Salzman Art Producer 516 642 3288 [email protected]
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Crew Print Len Irish Photographer 914 645 7513 [email protected] Marge Casey Agent 212 398 0001 [email protected] Lynda Goldstein Producer 917 873 3800 [email protected] Adam Cantor Photo Assistant Phone TBD [email protected] Robert Bean TBD Julian Bernstein Digi Tech Phone TBD [email protected] Spring Super Hair + Make-Up 646 532 1407 [email protected] Jerri Sokolee Wardrobe Stylist 646 498 1118 [email protected] Crew Video Sean Reilly Video Producer 917 406 5192 [email protected]
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Mark Hubatsek D.P.
347 678 5882
Greg Califano Grip/2nd Camera
732 208 6450
TBD Sound Phone TBD Email TBD Daniel Gonzalez PA / Dit 646 345 2735 [email protected] David Lee Editor 310 200 3035 [email protected]
