I’d Rather Be A Hammer and A Nail…
Paul Simon once said that he’d rather be a hammer than a nail. I like creating dreams with dreamers, so knowing this, there’s no reason you can’t be a hammer and a nail. I had the wonderful opportunity to create, along with fellow dreamers, Budd Shehab/ CD, and Lori Jones/ Sr. AD from Hamilton Communications, an award winning campaign for Clozaril from Sandoz Pharma. We dreamed of an Italian cheese storage room, a house and a kid’s playroom (pass the dog food juice). More about the juice in a moment. Clozaril is a product that combats schizophrenia, so Joe, Hannah and Jack have been helped and they too, have their dreams back. Dream #1: The shelving in our cheese room had to support over 2,400 lbs of cheese wheels. Since only the front side was showing, so we cut our wheels in half. Our cheese being from Wisconsin, we needed ink stamps made, that read “Product of Italy” and “Formaggio”. The wax covering on the cheese required special alcohol based ink, which my world-class ink stampers used, to have at close to 100 wheels of cheese. My lighting was of a simple one-bulb nature, featuring ‘Joe’ and all of his confidence. There were eight various lights used. One light wouldn’t have given me the spot highlights I wanted on such a large set. Dream #2: We built a home for Hannah in our studio…well, 1/3 of one. You see, we needed a porch she could stand on, a railing she could lean on and steps that she could sit on. My set builders and I constructed our home in a little less than a week. Our studio light’s fast flash duration was of course that of a perfect day which help freeze Hannah’s sheet in mid-air. That’s done with many strobe heads all at low power, coming out of one light. Dream #3: This was the greatest. Even though our set was in place, we had room to move, and get a warm, unscripted editorial feel between our three talents. ‘Jack’ and little girl were terrific, while our puppy needed coaxing to act, as I knew he could. My idea was to have our doggie, kissing ‘Jack’s’ face. Jack, being a great guy, let me brush our secret…dog food juice, on his face. The puppy loved it (Jack did too). Our moment worked perfectly. Hammer and nail dreams came true. It’s always building season at Levey. |
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