Tumbling Towards Success
During a brainstorming session, the team came up with the idea of using the interpretive dance group Pilobolus to act out the treatment's data points. "It was a big-ticket, non-traditional advertisement that required a bit of selling to the client," Kizilbash says. "All too often, good ideas get watered down from the original vision. This, if anything, went in the opposite direction." The video was cast on a huge screen with smaller screens scattered throughout the convention hall that showed snippets of the film to draw people into the booth to watch the full six-minute reel. Pilobolus was a huge success: Physicians made a beeline to the booth to see the choreographed contortionists in action and stayed to ask questions about the treatment and the dance troupe.