This pitch was called "Street Smart" for the brand Digestive Advantage:
In “Street Smart,” our heroine is besieged by digestive adversity—but rather than showing her literal symptoms, they are represented by scenes anyone who’s spent time in a big city will be familiar with.
Our camera moves from left to right as she navigates through a busy sidewalk (cramping) or across congested streets (constipation). These edges and corners introduce new angles and perspectives, but the left-to-right movement remains constant. We never lose sight of her, no matter how complex the backdrops get, thanks to a careful choice of color palette. These changes in perspective also allow us room to bring in a sense of dimension.
Finally, our heroine turns to a quiet corner, where we get our first glimpse of the “Tummy Takeback” logo plastered in the window of a local pharmacy. From here, it’s smooth sailing as she meets a friend for coffee, filled with ease and confidence, empowering her to comfortably go through the rest of her day.
We close with our female lead walking across a serene city block and exits frame leaving us with our wonderful product to focus on.
Produced at The Mill