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Abbott “Infinity Room 3D”


Right Word Media
Thursday, Nov. 29, 2018


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The two-spot Abbott Labs campaign mixed by Digital Arts Rex Recker is an exercise in audio precision and elegance. The spots use specific visual metaphors: a room of mirrors from which the actor and a malevolent virus move about cautiously; and an elaborate waterfall that comes to a near standstill so the details of each droplet can be examined, to highlight the company’s crucial medical advances.

“In the ‘Infinity Room’ spot, the sound effect the virus makes as it floats around the room was a major creative concern,” Recker says, “especially when the actor grabs the virus and crushes it in his hands. That simple bit of sound deign took a while to come up with and everyone agree upon.”


Client: Abbott Labs   Project: “Infinity Room” (:30/:15)  Divisional Vice President, Regional Marketing Strategy: Vivek Mohan,  Divisional Vice President, Global Brand Strategy and Innovation: Chris Miller, Senior Director, Marketing: Mark Procop, Divisional Vice President, Strategic Marketing Operations: Sean McKenzie  Advertising Agency: Purple Strategy Alexandria, VA  Creative Director: Chris Julcher, Creative Director: Matthew Feloni  Production Agency: Rogue Producer, New York, NY Founder, Executive Producer: Rob Farber  Production Company: Mirada, Marina del Rey, CA  Director: Mathew Cullen  Editorial Company: PS 260, New York  Alex Hagon: Editor  Color Correct: Co3, New York  Colorist: Sofie Borup  Music: Sonixphere, Chicago, IL  Creative Director: Greg Allen, Composer: Tony Effers, Sound Design: David van Slyke  Audio Post/Sound Design: Digital Arts, New York  Engineer/Sound Design: Rex Recker

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