For me, the key moment is our reveal in the middle.
This is what’s tied to the “emotional event” of our hero characters (more on that in the next page)—
Put simply, our reveal is where we see our characters relationship to their surgery and recovery change. It’s the exact moment that we need to win the viewer over, and get them to invest in the recovery journey of our characters— so they can feel themselves in the stories we are sharing.
But up until the moment at our midpoint, we need to ride the line of ambiguity. Surgery is a big thing; it carries a lot of weight. As I type this right now, my mom’s knee replacement is in 48 hours, she will be in recovery by the time you read this. The lead up to her surgery has had a big impact on me personally. We’ve shared a ton of anticipation and there's been a lot of talking about what she hopes for in her future. There’s excitement for her to be mobile again— but it’s mixed with some apprehension in what will be a challenging road to recovery.
It’s complicated, but that’s real life.
It’s that mix of feelings that tugs at the heartstrings, that reminds us that we are human, and that’s what we need to get on camera. Through the emotion of our actors' performances, we can really connect with their anticipation of the unknown. It’s against the grain, not having everything be bright and happy right from the get go— But it’s going to pay off because:
Exparel is what’s facilitating that shift in our big moment.
Exparel is directly tied to the emotional event on screen. We then understand that with the help of Exparel, the empowerment and motivation for a supported recovery overtakes the emotional ambiguity we might feel in the first half of the spot, ambiguity that mirrors the relatable and human experience of surgery in real life.
It then sets up all our visuals in the second half. Knowing that our characters can now think positively about their recovery with Exparel means that these positive and uplifting thoughts of the future aren’t just a daydream— they are an obtainable reality.