Kalbitor is a prescription medicine used to treat sudden attacks of hereditary angioedema and the concept behind these three visually striking images created by TJ, through GSW, stemmed directly from this. The images had to realistically illustrate the different attacks associated with the disease. The oedema that is produced during these attacks was visually represented by the hand effect under the skin- this was the main concept generated for the pitch, which the client liked and went for. TJ combined both the use of photography and CGI, using models and our in-house photography studio to take the shots. The results: three photo-real and beautifully striking images.
Platinum winner at the Creativity Awards in NYC, as well as a Gold at the Clio Healthcare Awards, and a National Addy Award in the ‘Photography, Digitally Enhanced’ category, this campaign has been widely acknowledged for its creativity.
Owner and Creative Director, Jim Nisson, said: “Medical Illustrations are normally very dry and for the most part utilitarian as opposed to creative. Your work for Kalbitor was so amazingly real, with a seamless integration of techniques, like photography and CGI, which really arrested our attention. One judge gave it a perfect score and another stated “good use of craft.” The entry has also received numerous comments of admiration from viewers of the winner’s exhibit at the design shows.”