COPD, or Chronic Obstructive Pulmonary Disease, is a progressive disease and condition in which you lose part of your lungs over time. Unfortunately, there isn’t a cure for COPD, but there are ways to slow its progress as it’s a worsening condition.
Bringing attention to this disease is crucial. After partnering with Arnold, we created four unique visuals to illustrate this condition. For two of these concepts, we also developed Cinemagraphs from our Stills. Later in the process, we were tasked with animating one of the concepts for a :30 TVC spot.

PRE-PRODUCTION | STYLE FRAMES

To illustrate the process of a lung deteriorating from COPD, we explored visual representations of this organ made from Ice, Yarn, Balloons and Bubbles. These various materials are all aesthetically different from one another, thus requiring tailored lighting while feeling cohesive with one another.

PRODUCTION | DESIGN EXPLORATION & development

Each one of these materials differs in terms of its form and texture as well.  As with any project, we utilize the right software for the creative to ensure the best results.
For this reason, we created the Bubbles and Ice in Cinema4D, while creating the Yarn and Balloons in Houdini. We paid close attention to the texture and look of each respective material. For instance, with the Yarn concept we thoroughly researched the various types of yarn to get a distinct and genuine look, down to the level of frizziness when viewed up close.

FINAL | stills

We undertook a remote studio shoot in Buenos Aires to capture the hands that would feature in the stills and cinemagraphs.

For the Cinemagraphs, we shot footage of ways each of these materials could be deteriorated during our hands studio shoot. From melting the ice with a lighter, pulling strings of yarn, popping a balloon with a pin and bubble with a finger.
Ensuring this looked correct, we took into consideration the camera lens, scale and lighting in order to match this in our final CGI Stills.

When it came to bringing one of these concepts to life as a full-blown animation, in this case the Balloons, that came with new challenges. Throughout the spot, we see the Balloons inflate and deflate as if someone is breathing while individual ones are popped. As a balloon is popped in real life, there is a strong force and reaction. Therefore, we had to consider how the balloons would behave within the physical space and their geometry when animating and creating new simulations for the spot. The end result came out great and was very well received from the client and agency.