Not To Scale's ever busy directors National Television (www.nottoscale.tv) have just cracked the formula for letting the world know about the new painkiller, Nuromol. Working with creatives Pete Bradly and Alex Hinge at Euro RSCG, National TV helped develop the concept of a huge fantasy laboratory made out of chemical formulas and oversized lab type props, helping to suggest the mammoth task that was undertaken by Reckitt & Benckiser's scientists to develop the product. In the world of science and invention we see giant chemical formulas, blackboards, bubbling liquids, reference books, plasma balls, calendars and clocks all helping to impart the scale of the huge undertaking involved in developing this product which took nine years of testing and development to bring to market. We see the Scientists age, almost before our eyes, growing long beards as they focus single-mindedly on cracking the task at hand. Shot against a green screen by Tim Maurice-Jones using motion-control over two days at Black Island in West London, the CG world and Nuro character who takes us through the script, were then animated and composited by the National TV team in breathtaking speed delivering the finished film just two exhausting weeks after the shoot took place. On air nationally (of course).
Production Co. / Not To Scale Agency / Euro RSCG London Client /Reckitt & Benckiser Director /National Television (Chris Dooley) Producer & Exec. U.S. / Jared Libitsky Producer U.K. / Dom Freeman Creative Team /Pete Bradly & Alex Hince Agency Producer/ Caroline Connor