Federal Department of Health & Aging: Measure Up

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Released:	November 2008
Advertiser:	NATIONAL DEPARTMENT OF HEALTH
Brand name:	WEIGHT CARE
Agency:	303
Country:	AUSTRALIA
Category:	Public health & safety

Credits:

“Measure Up” is part of the Department of Health’s new initiative to tackle the increasing problem of weight related health issues in Australia. Filmgraphic's Director Graeme Burfoot took on the task of illustrating over 60 seconds how even a seemingly small amount of continual weight gain over the years can lead to serious health problems later in life.

As Fuel’s new recruit, lead Flame artist Angus Wilson explains, "Graeme wanted the overall change in the main character to be so subtle and gradual that by the end of the spot the audience would be shocked by how unhealthy he had become. We achieved this effect by filming a number of men with varying body shapes and prosthetics, then morphing and blending the different takes in Flame.”

Newly appointed senior VFX producer on the job, Celia Nicholas, says, “The spot was a baptism of fire for both Angus and myself, both new to Fuel, Graeme was very focused on maintaining a strong graphic contemporary feel to drive the message home. Client and agency were very pleased with the final result, it has had great cut through on-air.”

Agency: 303 Perth

Agency Art Director: Byran Dennis

Agency Copywriter: Malcom MacLean

Agency Head of TV/Producer: Phoebe Dunn

Production Company: Filmgraphics Productions

Director: Graeme Burfoot

Producer: Jude Lengel

Executive Editor: Sue Schweikert

VFX Supervisor: Angus Wilson

VFX Producer: Celia Nicholas