BEN GAY IN 3D
SOOTHING RELIEF, SCIENTIFICALLY SPEAKING
Did
you know that Ben Gay works by increasing blood flow at the site of
application to help ease aches and pains?
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on any image to get a closer look
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Did
you also know that Ben Gay has been scientifically proven to increase
one's range of motion and flexibility, while decreasing arthritic and
muscular pain?
If you don't believe it, take a look at the latest spot for the topical
pain reliever, which marks the live action directorial debut of Patrick
Ferguson of Black Logic (NYC).
"Black Logic created a highly successful spot for Ben Gay several years
ago," Ferguson explained. "For 2000, they wanted a new, contemporary
look, but wanted to maintain the original Ben Gay message. We determined
the new spot should have a high-tech, scientific look."
Ferguson and his Black Logic team (including DP, Kevin Jones, who served
in that capacity on the original spot), were charged with blending the
tried-and-true message - "Ben Gay is soothing relief" - with a sophisticated,
updated look.
"The idea was to take individual parts of the human body affected by
the soothing relief of Ben Gay, and integrate them into a 3D environment,
where the body could interact with medical graphics, charts, and, ultimately,
the product itself," said Ferguson.
The
result is a clear depiction of how Ben Gay works. As a hand applies
Ben Gay to a sore muscle, a 3D x-ray shows magnified bloodcells flowing
quickly down a vein, increasing blood flow and providing relief to the
area. Additionally, a trio of 3D models, representing the active agents
appear, to underline the scientific view.
Floyd Gillis of Black Logic's creative partner, AFCG, created all the
CGI. Ferguson oversaw the creation of the 3D blood flow representation,
and the creation of 3D models depicting the active ingredients in Ben
Gay. "Incorporating the computer generated vein into the live action
environment was challenging," said Ferguson. Using a combination of
2D and 3D graphics, the Black Logic team was able to seamlessly transition
from the interior of the vein to the exterior of the body. "We successfully
showed how Ben Gay provides soothing relief, through intriguing medical
and scientific imagery. We brought a contemporary look to a familiar
brand," he added.
Black Logic executive producer Karen Stewart said, "We are so pleased
that Trish McKeon and the creative group at Cline, Davis & Mann trusted
Patrick's creative vision, giving us the opportunity to bring their
concept to life."
