Electronic Retailer November 2013 - (Page 52)

[Partingshot] weathering the Storm Images courtesy Avalanche Creative Services, Inc. By Ian P. Murphy J etting off to the islands on a long-form shoot might sound like a great gig, but for Avalanche Creative Founder and President Ava Seavey, it turned out to be anything but laid-back fun in the sun. "I told everybody I was going to Hawaii to shoot an infomercial, and they said, 'Oh, poor you,'" she says. Just a week from departure, Tropical Storm Flossie formed in the Pacific, and started on a course to hit not just Hawaii, but right where Seavey was planning to shoot. There was no question of changing locations, since the age-defying supplement product, BioAstin Hawaiian Astaxanthin, is so beloved in its native state. Working late from Avalanche's offices in New York to deal with the six-hour time difference, Seavey found plenty of "superusers" to gush about the product. "My job was to catch the excitement of the people who have been taking this product for more than 10 years," she says. "I had to eliminate people I couldn't film, and they were devastated." 52 electronicRetailer | November 2013 Avalanche had just six days on the Big Island, and only three slated to film beachfront testimonials and product exposition. Scouting locations a day late in the pouring rain, Seavey and a hired crew traveled treacherous mountain roads and across otherworldly lava landscapes. "It was almost the most difficult shoot I'd ever done from a logistical standpoint, and the storm made it that much scarier," she says. "We were looking at the weather every five minutes, wondering if it would clear. You have to pray to the infomercial gods." Fortunately, Flossie began to move on, and the shoot went forward on a soaked-but-sunny beach. "The footage looks gorgeous," Seavey says. "The beach day was by far the most exhausting. It looks calm and peaceful, but it wasn't. I'll put it this way: I yelled the loudest that day. My attitude was, 'I'm from New York, and I can handle anything.' Flossie seemed like a drop in the bucket, but I wasn't so 'Aloha' about it."

Table of Contents for the Digital Edition of Electronic Retailer November 2013

Happenings
Bottom Line
Dispatches
Retail Movers
Data Mining
IMS Retail Rankings
JOrdan Whitney's Top Categories
Dish With Rick Petry
Law & Orders
DR 101
All Aboard
Show & Sell
InfoNation
The Greening of Fulfillment
Smart Buy
Classifieds
Advertisers' Index
Parting Shot

Electronic Retailer November 2013

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