{"id":23124,"date":"2021-01-25T13:08:03","date_gmt":"2021-01-25T21:08:03","guid":{"rendered":"https:\/\/presskitchen.com\/?p=23124"},"modified":"2026-01-28T09:50:31","modified_gmt":"2026-01-28T09:50:31","slug":"park-pictures-the-plunge","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/park-pictures-the-plunge\/","title":{"rendered":"On Muse by Clio, Park Pictures Takes a &#8220;Plunge&#8221; in Latest Spot for One Medical"},"content":{"rendered":"<div class=\"field__item\">\n<div class=\"paragraph paragraph--type--mg-parag-text-html paragraph--view-mode--default\">\n<div class=\"clearfix text-formatted field field--name-field-mg-body field--type-text-long field--label-hidden field__item\">\n<h1 class=\"page-title\"><span class=\"field field--name-title field--type-string field--label-hidden\">Quiet, Cinematic Ad Asks: After the Pandemic, Who Will You Be?<\/span><\/h1>\n<div class=\"subtitle\">\n<div class=\"field field--name-field-mg-summary field--type-string-long field--label-hidden field__item\">GS&amp;P and One Medical take &#8216;The Plunge&#8217;.<\/div>\n<\/div>\n<p>Mina Rhoden swims every day in frigid San Francisco Bay waters, a ritual that helps keep her mentally and physically fit as the pandemic rages on.<\/p>\n<p>We meet middle-aged Rhoden in the minute-long film below, watching her rise at dawn to take &#8220;The Plunge,&#8221; as primary-care provider One Medical encourages viewers to embrace positive routines and dive into healthier lifestyles:<\/p>\n<\/div>\n<p><iframe title=\"One Medical | The Plunge (:60)\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/m8zvY3_RtnU?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<\/div>\n<\/div>\n<div class=\"field__item\">\n<div class=\"mb-1_5 paragraph paragraph--type--media-browser-video paragraph--view-mode--default\">\n<div class=\"video-container\">\n<div id=\"vjs_video_3\" class=\"video-js vjs-default-skin vjs-big-play-centered vjs-16-9 vjs-paused vjs-fluid vjs_video_3-dimensions vjs-controls-enabled vjs-workinghover vjs-v5 vjs-user-active\" tabindex=\"-1\" role=\"region\" data-setup=\"{&quot;fluid&quot; : true}\" aria-label=\"video player\">\n<p>The ad opens with Rhoden trekking through the woods before doing ocean laps, and a voiceover bids us to consider our own lot moving forward.<\/p>\n<p>&#8220;When all this is over,&#8221; the narration begins, &#8220;and the world starts finding its way back, will you be the same person you were before it all began? Or will you be someone different? Someone new? Will you make more time for those you love, more effort to see the world? Will you care more about your health, your body, your mind? Or will you go back to who you were?&#8221;<\/p>\n<p>As Rhoden splashes into the cold current, the spot concludes: &#8220;When all this is over, who will you be?&#8221;<\/p>\n<p>Created by Goodby Silverstein &amp; Partners with Park Pictures director Lance Acord (he shot\u00a0&#8220;The Force&#8221;\u00a0for Volkswagen a decade ago!), the film quietly plumbs some serious psychic depths. It challenges viewers to harness positive changes they&#8217;ve made during these months of self-isolation as springboards for fuller, more meaningful post-Covid lives.<\/p>\n<p>Acord and GS&amp;P, also collaborators on 2019&#8217;s Elliott-and-E.T.-themed\u00a0&#8220;Holiday Reunion&#8221;\u00a0ad for Xfinity, deliver a subtly straightforward message. Thematically, the ad mirrors\u00a0Nike&#8217;s stirring mother-daughter ad\u00a0from a few months back. Both use swimming as a central metaphor for personal growth, learning and rebirth.<\/p>\n<p>Here, the creative team based its message on Cleveland Clinic research showing 30 percent of folks are exercising more since the pandemic began, with 35 percent eating better and 70 percent more attuned to risk factors that could impact their health.<\/p>\n<p>&#8220;The Plunge&#8221; marks Rhoden&#8217;s commercial debut. &#8220;I wanted to inspire more people of color and women of different body types to get in the water and try open water swimming,&#8221; she says. In keeping with the transformative spirit of new beginnings, the spot launches wide during CNN&#8217;s Jan. 20 coverage of the U.S. presidential inauguration.<\/p>\n<p>The storyline stemmed from a client-agency discussion &#8220;about how the pandemic has made us all so much more aware of our own health,&#8221; recalls GS&amp;P creative director Tristan Graham. &#8220;Just try to buy a bike these days\u2014they&#8217;re sold out everywhere! A lot of people are taking better care of themselves than they did before.&#8221;<\/p>\n<p>Graham and his partner, creative director Felipe Lima, kicked around such insights with agency strategy director Gabriella Dishotsky, &#8220;and she threw out the question, &#8216;After the pandemic, who will you be?&#8217; And that was it\u2014we had the idea [that formed the core of the campaign],&#8221; he says.<\/p>\n<p>Set entirely outdoors, the spot took a single day to film.<\/p>\n<p>&#8220;Because of the restrictions, we had to go really light with our agency and crew numbers,&#8221; Graham says. &#8220;That actually ended up making it a really fun shoot, though. Because we were traveling so light, it felt a little like we were back at school making a film just for ourselves. Except with Lance Acord. And with much nicer equipment.&#8221;<\/p>\n<p>Rhoden&#8217;s desire to help others evaluate their life choices served as an inspiration to those on set. Shivering in the early-morning mist, crew members were awed as she gleefully hopped in and out of the frigid water until Acord captured the perfect take. &#8220;She&#8217;s an amazing woman,&#8221; Lima says.<\/p>\n<h5>CREDITS<\/h5>\n<p>Brand: One Medical<br \/>\nCMO, One Medical: Doug Sweeny<br \/>\nCreative Director, One Medical: Chris Peel<br \/>\nBrand Marketing, One Medical: Lindsey Belknap<br \/>\nBrand Marketing, One Medical: Korri Rolla<\/p>\n<p>Creative Agency: Goodby Silverstein &amp; Partners<br \/>\nChief Creative Officer: Margaret Johnson<br \/>\nCreative Director: Tristan Graham<br \/>\nCreative Director: Felipe Lima<br \/>\nCopywriter: Anthony Pagaza<br \/>\nArt Director: Jennifer Fisher<br \/>\nDirector of Broadcast Production: Leila Gage<br \/>\nExecutive Producer: Tess Kenner<br \/>\nManaging Partner, Account Management: Leslie Barrett<br \/>\nAccount Director: Shanley McClure<br \/>\nAssistant Account Manager: Hannah Hadley<br \/>\nBrand Strategy Director: Gabriella Dishotsky<br \/>\nCommunication Strategy Director: Victoria Barbatelli<br \/>\nDirector of Business Affairs: Judy Ybarra<br \/>\nAssociate Business Affairs Manager: Brittany Longden<\/p>\n<p>Production Company: Park Pictures<br \/>\nDirector\/DP: Lance Acord<br \/>\nExecutive Producer: Jackie Kelman Bisbee<br \/>\nExecutive Producer\/Line Producer: Caroline Kousidonis<br \/>\nExecutive Producer: Scott Howard<br \/>\nSr. Head of Production \/ Business Affairs: Anne Bobroff<br \/>\nHead of Production: Chelsea Schwiering<\/p>\n<p>Editorial: Exile<br \/>\nExecutive Producer: C.L. Kumpata<br \/>\nHead of Production: Jennifer Locke<br \/>\nEditor: Matt Murphy<br \/>\nAssistant Editor: Vance Tucker<br \/>\nProducer: Samantha Axelrod<\/p>\n<p>VFX: A52<br \/>\nVFX Supervisor: Andy Rafael Barrios<br \/>\nLead Flame Artist: Rod Basham<br \/>\nOnline Editor: Chris Riley, John Valle<br \/>\nProducer: Andrew Rosenberger<br \/>\nHead of Production: \u00a0Stacy Kessler-Aungst<br \/>\nExecutive Producers: \u00a0Patrick Nugent &amp; Kim Christensen<br \/>\nManaging Director: \u00a0Jennifer Sofio Hall<\/p>\n<p>COLOR: A52<br \/>\nColor Studio: a52 Color<br \/>\nColorist: Daniel De Vue<br \/>\nColor Producer: Jenny Bright<br \/>\nExecutive Producer: \u00a0Thatcher Peterson<\/p>\n<p>Sound: Q Department<br \/>\nSound Design: Q Department<br \/>\nMusic: Q Department<br \/>\nMix: Q Department<\/p>\n<\/div>\n<p>Read original article <em><strong><a href=\"https:\/\/musebycl.io\/health\/quiet-cinematic-ad-asks-after-pandemic-who-will-you-be\">here<\/a>.<\/strong><\/em><\/p>\n<div id=\"vjs_video_3\" class=\"video-js vjs-default-skin vjs-big-play-centered vjs-16-9 vjs-paused vjs-fluid vjs_video_3-dimensions vjs-controls-enabled vjs-workinghover vjs-v5 vjs-user-active\" tabindex=\"-1\" role=\"region\" data-setup=\"{&quot;fluid&quot; : true}\" aria-label=\"video player\">\n<div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Quiet, Cinematic Ad Asks: After the Pandemic, Who Will You Be? GS&amp;P and One Medical take &#8216;The Plunge&#8217;. Mina Rhoden swims every day in frigid San Francisco Bay waters, a ritual that helps keep her&#8230;<\/p>\n","protected":false},"author":2,"featured_media":23125,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,370],"tags":[3090,3091,261,369,2005,2750,3089],"class_list":["post-23124","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-park-pictures-2","tag-one-medical","tag-the-plunge","tag-commercial","tag-park-pictures","tag-muse-by-clio","tag-pandemic","tag-mia-rhoden"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>On Muse by Clio, Park Pictures Takes a &quot;Plunge&quot; in Latest Spot for One Medical - Press Kitchen<\/title>\n<meta name=\"description\" content=\"Mina Rhoden swims every day in frigid San Francisco Bay waters, a ritual that helps keep her mentally and physically fit as the pandemic rages on. 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