The-Artery's Vico Sharabini Directs Paula Abdul Past and Present For Voltaren

Titled “Forever Paula”, this spot for Voltaren Arthritis Pain Gel captures Grammy- and Emmy-winning performer Paula Abdul (who uses Voltaren in real-life) dancing with her past self from the music video of her hit single “Forever Your Girl.”

Directed by The-Artery founder and executive creative director Vico Sharabani--with Greencard Pictures’ Alan Bibby as the creative consultant--“Forever Paula” brings the two Abduls from different eras together.

According to The-Artery managing director and EP Deborah Sullivan, “The biggest challenge was remastering the footage from 1989 to HD broadcast quality. Fortunately, we were able to get our hands on some of the original 16mm film which was directed by David Fincher. From there, our DP and compositors matched and de-noised the vintage camera and lens aesthetics, such as the color palettes and sound effects, in a seamless and cohesive integration. It really came down to keeping as much detail, no matter how minuscule, as possible.”

Sharabani said, “When I first met Paula at the rehearsal before filming began, she was absolutely amazing. My team came prepared to work through the dance re-creations but, to our surprise, she already mastered the choreography in her studio. Paula performed every take with the utmost talent, energy, and precision.”

Agencies/PR firms on the job were Weber Shandwick and Edelman.