I’m currently Directing/Producing/Editing an infomercial for the soza weightloss program. The project also includes :120 & :60 lifts. This is just one of the many :60’s. There are two creative versions that only slightly differ by offer in the call to action in the endtag. Two version are employed to discover which offer generates the greatest amount of qualified leads. Furthermore, every spot has a unique 800# to track leads by station/creative. This is a classic DRTV campaign. It’s all about ROI and finding out what motivates the viewer to take action and call. The testimonials are real, we went to their homes and shot 8 different people and selected the best from that process. The Dr is real too, shot him in a TV studio in NJ. For the 28:30 we brought in a former, long-time Philadelphia TV news anchor, Dawn Stensland to interview the Doctor and a soza’s nutritionist.