Magazine article American Cinematographer

Grab the Viewer's Attention with Unilux

Magazine article American Cinematographer

Grab the Viewer's Attention with Unilux

Article excerpt

"Taking the mundane, something you've seen thousands of times but never really noticed, and showing it in a new way so that it grabs a viewer's attention. That's the fun and constant challenge of the tabletop director," says Bruce Nadel, a 22-year veteran of the commercial film shoot business.

Nadel, principal of Onesuch (formerly Nonesuch) Films located in New York City, says only Unilux gives his product shots the visual impact his clients have come to expect. From the first time he used Unilux eighteen years ago in a Sunkist commercial to his most recent effort for Proctor & Gamble's Dawn Omni dishwasher detergent, Nadel sings the praises of Unilux.

He reports that Proctor & Gamble's focus group review of his Dawn Omni commercial achieved the highest recall value of any P&G dishwasher detergent commercial ever tested. About 90 percent of the commercial was shot with Unilux and featured new packaging for the product, a trigger spray cap. …

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