GSW came to us to create three striking visuals to introduce Kalbitor, a new biological therapy for hereditary angioedema (HAE). HAE is a genetic disorder that causes attacks of dramatic internal and external inflammation in various areas of the body. It is disfiguring, painful and can be fatal if the breathing passageways are affected.

The campaign needed to visually represent the HAE attacks with a convincing, photoreal look. We established the creative direction from the initial concept, working up various design iterations to develop a campaign with a strong visual impact.

We began with studio shoot, where we captured the talent and collected all the necessary data to replicate the skin texture in CG. This required doing a separate lighting setup for each model. From there, we sketched out the shapes of the sub-dermal “hands” and applied skin textures to the models.