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Lauren Greenfield is in pre-production on two TV commercials: Nestle for JWT and Abbott Laboratory for Kirshenbaum Bond Senecal + Partners. Lauren, who is repped by Chelsea Pictures for film and TV work, previously directed commercials for the Army (which I wrote about in April), Stouffer’s, and most recently, Gardasil.
The Gardasil spot was her first commercial to feature dialogue, yet it was true to her long-standing aesthetic. “It looks like my photography,” Lauren notes. Gardasil is a cervical cancer vaccine, and the commercial is aimed at teenage girls and their moms. The idea was to cast real people and build vignettes with dialogue based on their own personal stories. Greenfield and her crew saw some 1,500 people in the casting session as they searched for those who would be good with dialogue, have compelling stories, and, she adds, feel “really real.” The commercial was filmed in Los Angeles for DDB and began airing this past April.
You can see all of Lauren’s commercials, as well as examples of her film work, at Chelsea Pictures’ website.
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