The Briefing Room

To view “Imagine” and images go to: http://flickerlab.com/pr/stmary/

NEW YORK, NEW YORK – April 1, 2008 – FlickerLab, the New York-based development, design and animation studio has created “Imagine (Heart),” a :30 animated spot developed through BeaconFey, LLC (Baltimore, MD) that promotes a variety of heart procedures available at St. Mary Medical Center (Langhorne, PA). The commercial began airing February 17th in lower and central Bucks County, PA. Two additional :30 spots, “Imagine (Neurosciences)” and “Imagine (Cancer),” will begin airing May 12th and August 25th respectively. All three are tagged “St. Mary Medical Center. It’s your Health. Expect More.”

Advanced technologies and procedures put St. Mary in league with the nation’s top medical centers for complex heart, cancer and neurological care. St. Mary doctors are using the most advanced technology and performing the most cutting-edge procedures currently available.

“It’s your Health, Expect More,” insists the St. Mary Medical Center campaign. In the first of the three spots to air, viewers are asked to imagine three different heart procedures that are performed at St. Mary: Stopping deadly heart attacks and strokes with a tiny patch the size of a coin; Repairing or replacing faulty heart valves through just a two-inch incision; and correcting irregular heartbeats with precise radio frequency energy. And we are reminded that every day St. Mary heart specialists solve the most complex cases with advanced procedures never before imagined.

“We chose a simple hand painted illustrated animation style that is pleasing to the eye and allowed us to hit our three goals,” explained Harold Moss, Founder/Creative Director of FlickerLab. “We needed to differentiate the St. Mary Medical Center campaign from other hospital or medical advertising, most of which tends to be dry and usually relies on pictures of doctors in hospitals. We had to add value to the spots by communicating real information about complex procedures. And, thirdly, we had to make the campaign emotionally approachable and avoid all the negatives that surgery can conjure.”

Paul Wingate, Partner of BeaconFey said of the agency’s collaboration with FlickerLab, “I’m very impressed with FlickerLab’s ability to breathe life into the complex medical procedures we’ve asked them to animate.” Holly Hosler, a BeaconFey Account Executive who works with St. Mary, added, “Harold and his team keep arriving at brilliant creative solutions to some pretty sophisticated design and communications problems — after all, they have to figure out how to depict surgery without any blood or gore — and I’m always amazed by how quickly they think and execute their ideas.”

“We’re very pleased by the response to our new ‘Imagine (Heart)’ animated spot,” said Patrick Donohue, Director of Marking and Communications at St. Mary Medical Center. “The marketing plan and advertising campaign are attracting more patients from zip codes beyond our primary service area, including people who now know St. Mary as a destination hospital for advanced cardiovascular care.”

The FlickerLab team included Creative Director/Director Harold Moss; Executive Producer Tammy Walters; Animation Director Phil Lockerby; Art Director/Background Designer/Painter/After Effects Compositor David Michael Friend; Producer Franklin Zitter; 2D Animators Phil Lockerby and Frank DiGregorio; and Sound Designer Tom Lino.

FlickerLab utilized Adobe Production Premium CS3, Panic Transmit, PowerMac G5 Computers, iMac Intel Computers, Dell Ultrasharp 24” wide-screen displays, Apple Displays and Wacom Intuos 3 tablets in the execution of this project.

The creative team at BeaconFey, LLC included Partner Paul Wingate, Account Executive Holly Hosler, Agency Producer Kristen Landsman, Creative Director/Copywriter Susan Daugherty, Art Director Tracy Kordon and Producer Dana Cole.

Representing St. Mary Medical Center were Director of Marketing and Communications Patrick Donohue and Senior Communicator Kate Smith.

About FlickerLab:

Founded in 1999 as a design and animation studio, today FlickerLab’s principals, long-term collaborators and strategic partners employ their skills, technology and industry experience on a variety of projects be they concept-to-screen development and production, design and execution of commercials or broadcast promotions. In addition to high quality creative digital content development, FlickerLab works with clients to extend their project reach through advertising, Internet impact, online marketing, and merchandising.

The company’s portfolio includes high profile work for media and entertainment companies including A&E Networks, Bravo, Comedy Central, Discovery Home, Disney Channel, Lifetime, Lions Gate Productions, Michael Moore Productions, MTV, Nickelodeon, Planned Parenthood, The Cartoon Network and The WB, and product/service companies including Bassat Ogilvy, Continental Airlines, Grey Worldwide, Johnson & Johnson, McCann Erickson, Microsoft, Party City and Procter & Gamble, among many others.

FlickerLab is headquartered at 119 Fifth Avenue, 8th floor Penthouse, New York, NY 10011. For additional information, or to see a reel, contact Managing Partner/Executive Producer Tammy Walters at Tammy@flickerlab.com or by phone at 212 560-9228. Visit the FlickerLab website at www.flickerlab.com

Credit Sheet

Airdate: Imagine (Heart) began airing February 17; “Image (Neurosciences)” and “Imagine (Cancer)” will begin airing May 12th and August 25th respectively.

Circle one: Regional - lower and central Bucks County, PA

Product: St. Mary’s Heart Campaign

Title: Imagine (Heart), Imagine (Neurosciences), Imagine (Cancer)

Length: three :30s

Description: FlickerLab employed a simple hand painted illustrated animation style that is pleasing to the eye and allowed them to differentiate the St. Mary Medical Center campaign from other hospital or medical advertising most of which tends to be dry and usually relies on pictures of doctors in hospitals; to communicate real information about complex procedures; and to make the campaign emotionally approachable and avoid all the negatives that surgery can conjure.

Production Company:

City/State: New York, NY

Director/Creative Director: Harold Moss

Executive Producer: Tammy Walters

Animation Director: Phil Lockerby

Art Director/Background Designer/Painter/After Effects Compositor David Michael Friend

2D Animators: Phil Lockerby and Frank DiGregorio,

Producer: Franklin Zitter

Sound Designer: Tom Lino

Hardware/Software:

Adobe Production Premium CS3

Panic – Transmit

PowerMac G5 Computers

iMac Intel Computers

Dell Ultrasharp 24” widescreen displays

Apple Displays

Wacom – Intuos 3 tablets

Advertising Agency: Beacon Fey, LLC

City/State: Baltimore, MD

Partner: Paul Wingate

Account Executive: Holly Hosler

Agency Producer: Kristen Landsman

Creative Director/Copywriter: Susan Daugherty

Art Director: Tracy Kordon

Producer: Dana Cole

Client: St. Mary Medical Center

City/State: Langhorne, PA

Director of Marketing and Communications: Patrick Donohue

Senior Communicator: Kate Smith

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