Teresa Giudice and Friends: a PSA for The Nephcure Foundation

Published by KeithDeCristo

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OBJECTIVE: Create a memorable and informative PSA about Nephrotic Syndrome (for network broadcast) that utilizes Teresa's celebrity status and actual sufferers of Nephrotic Syndrome (the children). THE SOLUTION: I knew that Nephrotic Syndrome is a kidney disease that affects mostly children. So when Henry, the foundation’s media director called me to collaborate, we knew right away that pictures of bed-ridden swollen kids hooked up to all manner of medical machines would be too morbid for our NBC prime time PSA. Instead, I wrote a script that stayed clear of the standard PSA tropes that also felt uplifting and positive.  Knowing that I’d be meeting the kids for the first time on the day of the shoot, we booked a teleprompter that they could read from, which turned out to be the most important piece of gear on set.  Shot on the Arri Alexa with Cooke S4 prime lenses.  Avid Media Composer to Davinci digital workflow. #video #branding #videoeditor #psa #writer #director

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