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ADi Helps Deliver Message in Public Service Campaign

ADi is celebrating its contribution to the ?Respect Yourself? campaign (December 05, 2005)

Portland-based visual effects shop ADi is celebrating its contribution to the ?Respect Yourself campaign. The bilingual TV spots?three in English, three in Spanish?inform teenagers about the repercussions of teen pregnancy.

While producing the effects, ADi carefully maintained authenticity by using original, bilingual, hand-written materials. Initially, ADi was given a box of poetry ripped from the notebooks of Arizona teens and asked to visually incorporate the poetry into the effects of the TV spots. Employing color and text effects, ADi helped produce attention-grabbing TV spots, successfully targeting a discerning teenage demographic.

The idea took shape when the Arizona Department of Health hired advertising agency Moses Anshell to create a campaign informing teenagers about the pitfalls of teen pregnancy. Anshell encouraged bilingual teens to write poetry ?slams that taught other teens how to ?Respect Yourself. Anshell turned to @Large Films to produce the commercial production and ADi for the post-VFX production.

The TV spots show teens reciting their poems in def-poetry style. In the foreground and background, visual effects depict phrases and other images hovering across the screen in synch with their spoken words. ADi lifted the floating phrases and images straight from the teens notes and incorporated them into the visual effects. The floating phrases and images are actually the original handwriting and drawings scanned from the notebook paper.

The TV spots are currently being aired in the Southwest.

Founded in 1996, ADi excels in visual communication with a focus on 3D and visual effects for business to business marketing, consumer advertising, direct response television, education and entertainment. Clients range from Fortune 500 high-tech firms to independent film producers. The Portland-based company is recognized for its skill in rendering digital prototypes for pre-production marketing efforts.

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Related Keywords:ADi, Respect Yourself campaign, PORTLAND VISUAL EFFECTS SHOP


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