Ilmodec commercial

Television commercial for Ilmodec, made for Farmitalia, a pharmaceutical company based in Catania with national distribution.

Twenty seconds, like the rest of the series. But shooting repeatedly for the same client raises a problem that doesn’t exist on the first job: consistency. Every commercial has to read as part of the same family — same tone, same way of framing, same idea of the brand — while being different enough not to look like the previous one recut.

The answer isn’t to change style each time round, which would throw away the recognition built so far. It is to change the opening situation and hold everything else still: who is on screen, where they are, what time of day it is. That is how campaigns that run for years actually work.

It is one of several pieces made for the Catanese pharmaceutical company, alongside Ilmocin, Ilmodol and Didi3.