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Droga5 NY Demonstrates How to Turn Joint Pain Into Embarrassment

Agency takes a fun departure from joint medication ads with NBTY spots directed by Guy Shelmerdine

Droga5 NY Demonstrates How to Turn Joint Pain Into Embarrassment

Droga5 NY has launched its first campaign of the year for NBTY, the joint supplement company. 'Made to Move' features two 30 second spots - 'Wedding' and 'Yoga', both of which demonstrate that joint comfort, flexibility and movement help people be their active and hilarious selves.

“The last thing we wanted to make was yet another campaign in this category that didn't respect this audience's intelligence, that patronized them, or that featured bad actors feigning agony while struggling to plant tulips,” said Matt Ian, Group Creative Director at Droga5. “We wanted to make work that gave this audience a little credit for being capable of relating to the fun of embarrassing their kids.”

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Creative Agency

Creative Agency: Droga5 NY

Copywriter: Ulrika Karlberg

Art Director: Felipe Mollica

Strategist: (Sr) Danielle Vasan

Chief Creative Officer: Ted Royer

Group Creative Director: Matt Ian

Group Account Director: Kelsey Robertson

Creative Technologist: Catherine McCurry

TV Producer: Goldie Robbens

Head of TV / Production: Ben Davies

Associate Creative Director: Dustin Tomes

Group Strategy Director: Ramon Jimenez

Chief Creation Officer: Sally-Ann Dale

Strategy: Sigrid Jakob, (Jr) Meagan Dexter

Chief Strategy Officer: Jonny Bauer

Account Managers: (Assist) Elizabeth Sova

Designer: Toga Cox

Creative Chairman: David Droga

Production Company

Production Company: Smuggler

Executive Producer: Allison Kunzman

Director: Guy Shelmerdine

DOP: Sebastian Pfaffenbichler

Producer: John Benet

Head of Production: Andrew Colon


Edit Company: Mackcut

Editor: (Yoga) Eric Laroi, (Wedding) Dave Koza

Edit Assistant: Sarah Krusen (both)

Producer: Sabina-Elease Utley

Executive Producer: Sasha Hirschfeld

Post Production / VFX

Post Production Company: The Mill

Producer: Clairellen Wallin

Telecine: Mikey Rossiter

2D Lead: Brandon Danowski

Production Coordinator: Casey Sinic

Executive Producer: Sean Costello


Sound Mix: Mike Marinelli @ Sonic Union

Music Production: Able Baker

Category: Beauty/health , Health care

Genre: Comedy